Website for online shopping
Online shop - one of the top 20 in the country
Website usability was tested, and first perception testing of banners and other marketing materials was introduced.
CUSTOMER CHALLENGES:
Lack of banner effectiveness.
Research participants:
- 100 participants
- Live in large cities
- Clients and non-clients
Issues IDENTIFIED
- Text too long, visitors didn't read it. As a result, they either didn't click on the promotion or misunderstood the promotion's details.
- Extra elements on the banners distracted participants' attention.
- A mismatch existed between the picture and the promotion's message. Customers didn't immediately understand it, so they didn't click it.
A quality management policy for banners was introduced that requires mandatory user testing.
Results:
+20%
CTR
