The challenge

A leading UK retailer sought to improve their digital customer experience and boost sales by addressing challenges in 'findability'—the ease with which users can locate products or information on their website. Findability is critical to user experience, encompassing site navigation, search functionality, and visibility. Poor findability can lead to user frustration, reduced engagement, and missed sales opportunities.

Over six weeks, we conducted a comprehensive assessment of the retailer's current website performance, focusing on data quality, technical functionality, user behaviour, and sentiment analysis. Our aim was to provide actionable insights and recommendations to improve findability, elevate user engagement, and drive conversion rates.

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Our approach

We used a structured methodology to identify and address gaps:

• Research: Conducted competitor and customer analysis to understand market benchmarks and evaluate the retailer's performance in key findability metrics.

• User experience (UX): Mapped the search flow for mobile users, identifying pain points and opportunities for improvement in the search and navigation experience.

• Data quality: Assessed the completeness and accuracy of the product master data by analysing a representative sample, identifying gaps affecting search performance.

• Technical performance: Evaluated the website’s technical foundation, including speed, search functionality, and accessibility, to ensure the platform supports seamless navigation.

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The results

Our recommendations were designed to enable tangible improvements in both customer experience and business performance:

• Improved search accuracy by addressing data gaps, enabling customers to locate desired products more efficiently.

• Enhanced UX through optimised navigation flows and clear pathways for users, reducing friction in the purchase journey.

• Technical enhancements to improve site speed, mobile performance, and accessibility, aligning with industry best practices.

• Competitor-informed recommendations to differentiate the retailer’s proposition and enhance customer loyalty.

These actions created a roadmap for sustained improvement, allowing the retailer to offer a superior online experience while driving higher engagement and sales.

By focusing on the core aspects of findability, the retailer is now positioned to deliver a seamless digital shopping experience that complements their strong brick-and-mortar presence, creating long-term value for both customers and the business.

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