The redesign based on data and psychology resulted in a conversion increase of 26%.
The thoughtful structure and focus on functionality resulted in 81% more CTR to product pages.
The case won an Experimentation Elite Award for Best Business & Industry Campaign.
Zolemba sells printed and unprinted labels to companies in the logistics sector and companies with a web shop. Zolemba operates in more than 10 European countries and has the ambition to become the most innovative printing company in Europe.
In 2021, they had a number of projects planned to further optimize the web shop. One of them was a homepage redesign so that these are better would connect at the behavior and motivation from customers of Zolemba.
Zolemba had been using the same homepage since 2017, and it was simply no longer satisfactory - both for visitors and for Zolemba itself. Because the homepage was not reaching its potential, Zolemba approached us to perform a technical check, data analysis and behavioral analysis on their website.
This provided a lot of insights. Based on this, we created a redesign of their homepage for both zolemba.de and zolemba.nl.
Our data analysis provided a lot of information about visitor behavior. Visitors spent about 3 minutes on the website. The majority of visitors used a laptop and came via paid or organic. Visitors mainly used the search and login features. Visitors only interacted with the top functionalities of the homepage. 94% of visitors saw the hero image and USP bar. Less than half of visitors scrolled down to below the hero image. They mainly used the search bar and the login option in the navigation at the top.
The funnel analysis also provided remarkable insights. The step from the homepage to PLP was underwhelming. A much more frequently used route was from the homepage to “my previous products.”.
All of these findings were indicators that Zolemba visitors are targeted visitors who know what they want. Customer surveys showed that visitors were very aware of prices and appreciated Zolemba for its good value for money. Moreover, visitors were actively looking for an easy customer journey without obstacles. They wanted to stay focused, avoid distractions and avoid problems during the buying process.
We used psychological literature to understand how best to serve these targeted customers. More specifically, we used insights from dual-process theories (Haidt, 2006; Kahneman, 2003):
Based on all the insights, we created a functional homepage. The following hypothesis was formed:
Based on data and psychology, we expect the redesign to better match the underlying needs and goals of Zolemba customers and therefore lead to more orders (H1: CR%) and clickthrough (H2: CTR).
At first, the redesign doesn't seem immediately better. It is busier, there are many elements above the fold and the design is not sparklingly modern and fancy. Nevertheless, we enthusiastically set to work on this. After all, we knew that all the elements that were important for targeted visitors were now much easier to find:
As expected, the redesign has had several positive effects. Conversion, CTR, logins and configurator orders have all increased:
The results show that the redesign based on data analysis and psychological knowledge is paying off. The redesign better matches customer behavior and their underlying needs and motivations. This translates into more orders, which is important for Zolemba.
By 2022, Online Dialogue has a Experimentation Elite Award won for Best Business & Industry Experimentation Campaign.
Do you also want to redesign based on data and psychology? Then take contact with us!
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