Uberall: streamlining navigation to turn discovery into conversion

Uberall is an international local marketing SaaS platform, used by thousands of businesses to strengthen their online visibility and drive traffic to their points of sale.

Uberall supports more than 1.3 million points of sale worldwide and is trusted by major brands in retail, food service, hospitality and automotive.

Their website plays an essential role in lead generation, but certain frictions were limiting the performance of key pages: limited navigation, low scroll depth, and user journeys that were too long.

Uberall's objective was clear:

Make navigation more intuitive and increase the conversion rate on strategic pages.

Thanks to the behavioral analysis that was carried out, several friction points were brought to light:

• The homepage had a low scroll rate

The majority of visitors were only discovering a limited portion of the content, which reduced the reach of the value proposition and the effectiveness of the overall message.

• Limited navigation menu

The "Customers" category redirecting to Uberall's customer stories had a click-through rate similar to other site categories but a conversion rate significantly lower. In particular, users accessing it exhibited longer navigation journeys, prone to user drop-off at each navigation step.

• Moving key content higher up on the homepage

To improve the visibility of key content and encourage visitors to explore the page further, we moved the most relevant information higher up, particularly that relating to Uberall's services and products.

→ The goal was to highlight the value proposition from the very first moments of navigation. In parallel, internal links were added via intra-page navigation tabs ("sticky tabs") to facilitate direct access to the most strategic sections of the site.

• Adding a sub-menu to the "Customers" category

To improve navigation and reduce the length of user journeys, we added a dropdown menu under the "Customers" tab in the main menu. This optimization allows case studies to be filtered by product type or by industry.

→ The goal was to remove a step from the customer journey by making content exploration more intuitive. Users can thus find the case studies that match them more quickly.