Our client, operating in the home furnishing and accessories industry, believed that e-commerce was their key asset. But how to improve the customer experience on the app and website to drive more online sales? We set out to understand how navigation works, where the site and app excel and where they stumble. Our goal was to discover the strengths, weaknesses, high-traffic areas and, most importantly, the main navigation pitfalls, possibly due to design flaws. In short, we were ready to identify improvement areas to make everything seamless and intuitive.

Believing that testing a website or app requires more than just standard analysis, we turned to neuroscience, with a focus on Eye Tracking. We adopted an integrated approach to assess the effectiveness and ease of use of the site and app, with a comparison to those of key competitors. We recreated a shopping experience on our client’s digital channels and those of other players, monitoring in real time where users’ attention was drawn, how their eyes moved and what actions they took. Then, to dig even deeper, we interviewed the users to capture their easiest and most challenging moments, to understand the reasons behind their choices and challenges.

The most interesting finding? Customers are becoming increasingly multichannel: they combine the use of digital channels with physical stores when selecting and buying products. This means that to improve the e-commerce experience, the website, app and store must ‘speak the same language’. How? By creating a ‘multimodal’ and ‘interconnected’ experience, for example by aligning the online menu structure with the layout of the physical store. This way, customers will enjoy a seamless experience, no matter where they choose to shop.