Can you tell us a bit more about Brooks Bell?
Founded in 2003, Brooks Bell is a consulting firm focused on building world-class experimentation programs for enterprise brands.
Working out of our headquarters in Raleigh, NC, we’ve spent the last 16 years helping companies better leverage their data, technology, and workforce to learn about their customers and deliver a smarter and more profitable online experience.
Our team is 43-strong and made up of creative thinkers, data scientists, developers and strategists. Everyone—from our operations team to our senior leadership—has a genuine appreciation for the art and science of optimization and a deep understanding of the challenges of experimentation at top-tier companies.
Our client roster consists of many large enterprises and recognizable brands that have trusted our team to assess their experimentation maturity and consult on multi-year “test and learn” roadmaps to achieve true customer-centricity.
What are some of the different ways you work with businesses?
Most of our engagements begin with a maturity assessment to benchmark and measure the growth of an experimentation program. This comprehensive, data-driven review scores your program against our proprietary framework consisting of six main categories: culture, team, technology, process, strategy and performance. The results of this assessment are used to create an actionable roadmap to get your program to the next level. What that roadmap looks like and the scope of our services depends on where your program lies on the maturity spectrum.
For clients that are very early in their experimentation journey, we offer a “we do, they watch” type of partnership. In this, our team comes in and fully manages a client’s experimentation program: learning their business and customers, organizing data, building a strategy, launching tests and analyzing and reporting the results. This partnership model is most effective for programs that need to prove the value of testing before going all in.
For clients that are a little further along, we take a more collaborative approach focused on educating what is needed to build a high-functioning program In this type of partnership, our team works alongside theirs. As we run end-to-end tests, we teach the team our methodologies, practices and frameworks. Through this model, we’re able to build the foundational knowledge and practices to set the experimentation program up for scale.
Finally, as the experimentation practice becomes more mature, we transition our services to be less tactical and more strategic. We’ve helped many clients bring their experimentation efforts fully in-house through building training and on-boarding programs, aligning the experimentation process across teams, establishing an Experimentation Center of Excellence, and offering strategic advice in response to new trends, technologies and business challenges.
How critical is experimentation for driving innovation today?
Critical is putting it lightly.
In order to compete in today’s market, companies need to have a scientifically sound method in place to learn about customers, to change and to innovate—all while limiting risk, streamlining operations and reducing costs. Experimentation offers the best way to accomplish all of that.
That means, for us, our value is not simply in running tests and helping our clients make more money—though that is definitely a major outcome of our efforts (and one that we’re very proud of). Rather, our work is about empowering our clients with the data, skills, processes and technology to use testing to glean powerful customer insights AND operationalize those insights across your entire organization.
How do you help brands elevate their experimentation/personalization strategy?
Our Maturity Assessment is really only the tip of the iceberg here. Over the last 16 years, we’ve built and honed many frameworks, training programs, practices and even proprietary technology to help our clients elevate their testing and personalization strategies.
For instance, after witnessing some very messy brainstorming sessions, we developed our ideation methodology, which provides a guided approach to developing and prioritizing test ideas in a large, cross-functional group.
Our Insights framework offers a method for connecting your experiment results to bigger picture customer theories and insights.
And finally, we built Illuminate™, our testing and insight management software, to help program managers store, share and learn from their A/B test results. Fun fact: Illuminate was originally built as an internal tool to help us keep track of our client’s tests. In 2018, after many years of tweaking, testing, gathering feedback (and some rave reviews from our clients), we decided to make it available to the public.
These are just a few examples of how we provide value to clients. I should also add that we host Click Summit, an annual conference where digital leaders gather to swap ideas and share tips on testing, personalization, analytics, and digital transformation.
Click Summit trades in all the typical things you’d find at a tech conference: sales pitches, powerpoint presentations and fireside “chats” held in giant auditoriums. Instead, the agenda is built around a series of small-group (15 people) conversations, each focused on a specific topic.
With attendance is limited to just 100 digital leaders, it’s a unique opportunity to tackle your biggest challenges by talking it out with people who have been there before.
What constitutes a good partnership for you?
We love partnering with companies and tech providers (like Contentsquare!) who share our vision of helping our clients find the people within their data and seek to make every day better through optimization.
There are tons of ways in which we can translate Contentsquare’s excellent user experience analytics into optimization opportunities.
Here are a few off the top of my head:
- Defining and prioritizing your customer segments, uncovering answers to complex questions about your customers and their journeys to and through your website
- Uncovering and optimizing the most profitable areas of your website, as well as solving complex UX issues
- Building a testing or personalization roadmap using data from Contentsquare as well as other sources
What are your plans for the future?
When Brooks Bell was founded back in 2003, testing was in its infancy. Now, it’s rare that we come across a client that hasn’t run at least a few tests. This is exciting! It means we get to focus on working even closer with our clients and making a bigger impact.
I’m talking more than just conversion increases and revenue lift. The task before us no longer ends at proving the value of experimentation. We’re now in the business of generating insights. By helping companies learn about their customers and fostering experimentation at a cultural level, our clients will be equipped to deliver the best digital experience for their customers.
Investing in experimentation requires taking both a short and long-term view. We look forward to celebrating the day-to-day wins with our community, while also staying focused on the vision of building customer-centric, digitally-forward and insights-driven organizations.
The Call to Action: 5 Tips To Increase Your Conversion Rate
You’ve got months of careful planning under your belt, a fail-proof business plan, an enviable communications strategy, and you’re finally ready to launch your product or service.
Your homepage is the gateway to your brand. You’ve carefully crafted the content on your landing pages to showcase your unique offering.
But let’s be honest — how much thought have you really put into your CTAs?
Calls To Action, or CTAs, have the heavy task of turning your visitors into prospects.
Their design, location and messaging can’t be an afterthought — they must meet the needs and expectations of your visitors at the opportune moment.
In this post we will look at what makes a good CTA, and how to achieve effective affordance when designing one.
We will reveal the secrets behind the perfect CTA to help you drive a higher click rate and ultimately, more conversions.
What is a Call to Action or CTA?
A Call to Action (CTA), also known as a call-to-action button, is a clickable element designed to encourage users to perform an action.
Oftentimes, this button sends the visitor to a page where they are able to complete a purchase or subscribe to a service.
The Call to Action is generally considered the second step of your Inbound Marketing strategy, preceding the moment of purchase.
Its main objective is therefore conversion or transformation: that of your visitors into leads. Implementing efficient CTAs is crucial to the performance of your website.
The CTA can take many forms — it could be a button, a banner with an image, or a simple text link.
It redirects visitors to a landing page or pop-up window in order to:
- Sign up to a site
- Download a report
- Make a purchase
- Subscribe to a newsletter
- Request a demo
Given this, it’s crucial you send visitors to a relevant landing page to avoid any visitor frustration. But we’ll talk about that in another post.
The Call to Action Button: a Question of Affordance
It’s immediately obvious your CTA button is a button. Or is it?
An effective CTA is recognizable instantly and its function is immediately understood.
Affordance is defined as “the property or feature of an object which presents a prompt on what can be done with this object” — in other words, the possible actions suggested by an object or element’s characteristics.
In short: visitors should be able to immediately identify CTAs from their design. Not only is a good CTA instantly recognizable; it also stands out from the rest of the page. When in doubt, remember that a button must match the idea a visitor has of what a button looks like!
It doesn’t matter how beautiful your design is, if an element that is meant to be clickable doesn’t look clickable, your visitors will be left scratching their heads (at best) or leaving your platform altogether.
This is even truer on mobile, where affordance is the only indicator of active in-page elements. Remember: you can’t hover on a smartphone! In fact, the only way to measure the performance of a CTA on mobile is to track clicks.
CTAs and Mobile UX
As discussed above, while the appearance of a CTA is a key factor that influences desktop performance, it’s even more important on mobile.
Digital behavior is heavily influenced by context, and visitors browse differently on their office desktop than on their mobile, especially while they’re on the go.
Browsing while waiting for the subway, walking down the street or perusing items in a store comes with its own set of challenges, and the absence of a mouse or touchpad may result in less tap accuracy.
A survey of 1,333 people carried out by researcher and consultant Steven Hoober revealed that 49% of users hold their smartphone in one hand (the right hand in 67% of cases).
This statistic has given rise to the concept of the Thumb Zone, which sheds light on the importance of the size of devices and site elements and of how this impacts usability.
To get advice on how to design the perfect CTA, we quizzed some of our UX-perts across our offices in Paris, New York, London and Munich. Here are their 5 top tips for creating an irresistible CTA.
1. Make Sure Your CTA is Visible
Because it’s good to start with the basics, a good CTA needs to be visible. This means:
- It must always be above the fold, particularly if it’s an add-to-cart CTA.
- You must use colors that contrast with the rest of the page.
- There needs to be enough empty space around the button to suggest interactivity.
- If there is more than one button on the page, increase the size of your main CTA and go for a bolder color so that it can stand out.
Make sure you position your CTAs where users expect to find them (add-to-cart buttons, for example, are often located in the top right corner of the page). If visitors can’t see your CTAs, then you’re bound to miss out on sales.
Here are some common types of CTA buttons:
- Sharp-cornered button
- Rounded-corner button
- Gradient background button
- Ghost button
Dropbox uses a simple design with a lot of space, in keeping with the minimalist look of their homepage. The simple design means their blue Call To Action really stands out on the page, and since the CTA button is the same color as the Dropbox logo, there’s no misinterpreting the message on the button.
2. Create an Easily Identifiable CTA
While a CTA has to be visible, it also needs to look like a CTA (see the section on affordance). A heatmap tool will help you see if your CTA is doing its job — ie. whether customers are actually clicking on it.
An identifiable CTA has:
- A shape that suggests its function: heart or thumbs up for a like, a cart icon for add-to-cart…
- A color and design that reflects the brand’s aesthetic and the colors on the page
- A hover feature on desktop
Another example of a viable CTA is the “Remember Everything” button on the Evernote website. It clearly communicates the value of signing up, and the green of the main button both reflects the brand’s palette and stands out on the page.
3. Communicate a Clear Message
The text on your button, if there is any, must be crystal clear.
The wording should be:
- Straight-to-the-point: the text should explain the exact function of the button (Order, Confirm, Remove…)
- Impactful: if possible, the button should point out the value for the user (Download the guide for free, Get one month free…)
- Coherent: it needs to clearly show where users will land next
It’s also smart to:
- Create a sense of urgency, highlighting time-limited offers, limited stock, etc…
There’s nothing like a timer to make a user want to sign up. Visitors who spend some time on the Aquaspresso homepage are welcomed by a pop-up CTA, which advertises a limited-time offer and displays a two-minute timer.
4. Use an Accessible CTA
By now you know that a high-performing CTA is an easy-to-click CTA.
A study by the Massachusetts Institute of Technology Touch Lab found that the average width of a finger is between 10 and 14mm, and the average fingertip is between 8 and 10mm wide.
It follows that any clickable element should be at least 10mm by 10mm. Yes, UX is an extremely precise discipline.
Barkbox provides another great example of the ideal CTA, and the two CTAs on their homepage demonstrate how well the brand knows its audience.
There are many consumers who visit the site are interested in signing up to the service themselves but there are also others looking to give a Barkbox subscription as a gift.
To make their customers’ lives easier, the company has chosen to display two CTAs on the homepage: “Choose Your Barkbox” and “Give a Gift”.
5. A CTA Should be Reassuring
Finally, make sure your CTA is reassuring to your client or prospect. Clicks should trigger a confirmation, which could be visual or audible. The absence of a confirmation could leave the user thinking that their action was not confirmed, causing them to repeat the action needlessly.
Enabling a confirmation feature limits unnecessary interactions and, as a result, user frustration.
You can also reassure visitors by clearly communicating that an action can be reversed at any time. Netflix, for example, allows visitors to cancel anytime, once they have signed up — a reassurance feature that had a positive impact on conversions.
You are now equipped will all the knowledge you need to create irresistible CTAs on your web, mobile site or app. Don’t forget that a big part of creating an effective CTA is understanding the intent and browsing context of your customers, and fine-tuning the design accordingly.
Remember to use CTAs sparingly — too many CTAs kill the CTA.
And, some parting words of wisdom: test, test, test!
Whether you are making changes to the size, color, shape or location of your CTA, A/B testing and granular analysis of customer behavior will help you make the right decisions.
UX International Map Lessons: Product Page Optimization
Welcome to the second installment in our 3-part series on the Global UX Map, the result of our extensive research into digital trends and browsing patterns from across the world. This insightful series is a surefire way to improve your user experience (UX) and boost your digital marketing efforts. In this chapter, we will be focusing on product page optimization.
If your marketing tactics are successful enough to impel users to land on the product page — or if they clicked into it by virtue of their own interest, that is magnificent news. It means your advertising, SEO and content campaigns were competent enough to push users to the page where actual purchase decisions are made. But getting visitors onto the product page is not enough and certainly doesn’t guarantee conversions.
Like your homepage, blog and other site pages, the product page must keep visitors engaged and digitally happy to encourage them to buy. But if there’s one thing we all know about user experience, it’s that one size most definitely doesn’t fit all. And when you have a global patronage — or are seeking to break into the international market — taking into account the needs and expectations of your local audiences is key. UX Analysis Methodology
As you’ve learned in our previous UX map lesson, we drew our insights from analyzing over 35 million visitor sessions from January through February 2019, on 11 luxury websites in 7 countries. This adds up to 150 million pageviews and 3 billion clicks.
The 7 countries from which we extracted data on the product page are the US, UK, France, Germany, Italy, China and Japan. By analyzing how visitors in each of these countries interact with the various elements of the product page, we were able to understand what works and what doesn’t, and where brands should focus optimizations to drive maximum engagement.
Visitors In China Most Engaged With the Product Page
While studying the user behavior on the product page across the 7 countries, one country in particular stood out due to its heightened engagement. Consumers in China clicked and scrolled between 1.5 to 5 times more than those in the other 6 countries we surveyed. They also spent more time on the page (25% more than the global average), avidly consuming both informational and visual content.
In fact, the data makes known that users in China often research a product extensively before adding to cart, navigating through many elements on the page, and generally consuming more content than visitors in any of the other regions we looked at.
They were particularly engaged with the product description, clicking on it over 23% more than their global peers. They were also far more interested in the shipping and returns description, with a click rate higher than other countries by over a heaping 95%. With many brands selling exclusively online, shipping costs are often an expensive and unavoidable expense, explaining this extra attention.
Visitors in China also spent much more time viewing product images than their international counterparts, and were 50% more likely to click on the first product image than their global peers — an upward trend that continues onto the following images.
Product Delivery and Shipping Descriptions: Vital in Japan
Descriptions on the product page go a long way to reassuring shoppers in general, as does clear information on shipping and returns. This is most discernible in Japan, where mobile consumers are often reluctant to make a purchase before reading all the information about a product of interest, including its shipping and returns policy.
In fact, the click rate on the product description is 47% higher in Japan than in any of the other regions we studied, and the click rate on the shipping and delivery info, 48% higher.
The US and UK Have a Stronghold on Customer Trust
Visitors in the US and UK spend less time interacting with the product page. In both regions, product visuals receive 22% fewer clicks on the first product images and 53% fewer ones on the third click, compared to global averages.
The scroll rate on the product page in the US and UK is also lower than the global average, coming in at 53% versus 56% for the rest of the world. The click rate on the textual content is also considerably smaller in the US and UK than in the global average.
Precisely, the click rate on product descriptions sits at about 4.1%, versus a 4.5% global average. Meanwhile, the click rate on the shipping info in the US and UK is roughly 0.5%, while globally it’s at 0.7%.
With truncated engagement on the product page, visitors from the US and UK clearly have less time in their customer journey to take in the content on this page. Instead, they make hastier decisions, so you have to catch their interests quicker than those from the other European and Asian countries. If you do, you will earn their trust, proven by their quicker conversions, which occur without skimming through visuals and reading content that’s further down the page.
Visuals Take Priority in Germany and Italy
Chinese visitors on product pages aren’t the only ones captivated by visual content. Much like these constituents, visitors in Germany and Italy also show high levels of engagement around product images. These visitors click 7% more than their global counterparts on the first image, 6% more on the second and 28% more on the third on all devices.
Visitors in Germany also have a favorability towards the product description, clicking on this element 11% more than the other countries surveyed. As such, this element is crucial in their customer decision journey. A product description may compel or dissuade these users from making a purchase, so assure that your product descriptions are up to par, being both informative and marketing-friendly to convince your German audience to buy.
Product Images in Relation to the Product Page for Visitors in France
The use of the product page in France can seem to be contradictory — giving the impression of both a low and high engagement of the page. Visitors in France are much less engaged on virtually every element on the product page, with fewer clicks on product descriptions, shipping info and images, coupled with shorter session times.
However, despite a low session time and engagement with these elements, shoppers in France total in a 60% higher time spent on page than the other 6 countries. This discrepancy relays an audience that is not as interested in content related to the product so much as interest in the product itself.
As such, these users shouldn’t be disregarded; they are still good candidates for conversions, but they must be interested in the product from the get-go, so you should use other marketing channels to promote your products, so by the time shoppers arrive at your product pages, they’ll be interested enough to convert, or learn more.
Refining the Product Page for a Global Audience with UX Recommendations
Product page optimization begins with making the right changes or additions to your product pages across its global editions. No matter how optimized your product page appears to be, remember that it won’t be received in the same manner globally. Here are several data-backed suggestions on product page optimization from a globally-oriented perspective.
For US and UK visitors, opt for simplicity; there is no room for clutter for the least engaged duo in the product page. Align your text and images with a minimalistic style — nominal text, low interactions, large images and as little scroll as possible. The goal is to create a quick and easy consumption of the page. Don’t both laying out a shipping policy, as users from these countries are accustomed to cheap shipping and free returns.
The UX optimization of the product page on your Chinese site is in direct opposition to the US and UK, since users there are much enthused about content on the product page. Since users in China are prone to scrolling, design your page with a vertical interface. You can rest assured that loading your product page with content will stimulate high engagement. Feel free to add affiliate links, reviews, images, descriptions, articles, etc. You should pay close attention to the product and shipping descriptions since there is high engagement there. Visitors in China are less certain on shipping, so give them cost-efficient options. For more slider engagement, speed up your load time; it is notoriously slow in China.
Much like China, the consumption of product and shipping descriptions is also high in Germany and Italy, particularly on mobile. Posit your product in the best possible light in these descriptions and provide all the relevant info on them, as visitors in Germany and Italy are inclined to read them. Make sure they are easy to access on mobile.
Since product imagery has a decent performance in Germany and Italy, don’t be scant in your product images on your site in these countries. Include at least 4 product images per product page. To ensure slideshow images are seen, implement visible arrows on the slideshow. While both countries are fans of images, visitors in Germany prefer horizontal navigation in the carousels, while Italians favor the vertical variety. Don’t forget to add a zoom function on your images.
Since users in France have a rather contradictory behavior on the product page — a long time spent on the page but few interactions with individual elements, you have to optimize accordingly. This may appear challenging, but luckily, there is a way to maintain a balance between few interactions and high consumption. To achieve this balance, insert a summary of the content above the fold with anchors that steer users further down. A long time spent on page means that these users are willing to consume it, so long as they don’t scroll.
Optimizing the Product Page
As there is no marketing “one size fits all” strategy, the same should be applied to your globally existing product pages. As our UX map findings show, browsing behaviors vary from country to country, and it’s enlightening to be able to identify and sort them into different global localities. Localizing the user experience begins at understanding what needs to change and which areas of the UX require the most attention. To capitalize on this localization, you should continue studying user behaviors through unique metrics like scroll rate, time spent on element, conversion rate per click and more.
The Global UX Map: Menu, Search Bar and Slideshow Usage Around the World
Digital marketers, website developers and ecommerce businesses from far and wide: welcome to a 3-part blog series constructed from our Global UX Map — an in-depth report on digital customer behavior from around the globe.
While we strongly recommend you download our UX map, which offers a wealth of data-backed insights on how worldwide site visitors browse websites and interact with specific pages/ in-page elements, this series will condense some of these topics for a more organized, topic-based read. As such, this series is set to help you increase your ecommerce conversions in a more focused way.
In this round, we’ll illuminate our recent findings on the menu, search bar and slideshow usage through a global lens, and provide tips on how to optimize these elements to cater to your international or US-based audience.
UX Analysis Methodology
We ran our UX analysis on over 35 million visitor sessions from January and February 2019, on 11 luxury sites in 7 countries. This rendered 150 million page views and 3 billion clicks.
We observed visitor interactions with the menu, search bar and slideshow starting domestically, in the United States. Our international analysis gathered data from 4 European countries: France, Germany, the UK and Italy. Additionally, we studied the UX in 2 Asian countries: China and Japan.
The aforesaid UX elements we studied all exist on homepages, so this post will discuss the top-priorities for the homepage in particular. These 3 UX elements all point to critical visitor mindsets — determined if they leverage the search bar, seeking inspiration from the slideshow, or methodically browsing the menu.
The Attractiveness Depends on the Device
The menu, search bar and carousel have varying levels of attractiveness depending on the device, and visitors engage differently with these 3 UX elements on mobile and desktop.
Desktop visitors, for example, are more likely to engage with these features than their mobile counterparts, except in the UK. There, mobile visitors clocked in 7% more interactions with the menu, search bar and slideshow combined than desktop users.
In all other countries, except China, mobile yields 20% fewer interactions with the menu, search bar and slideshow. In China, this lowered attractiveness is compounded, with mobile driving 70% fewer interactions than desktop.
Per these findings, you should expect more usage of all 3 UX elements on desktop, and you should be thinking about ways to efficiently and seamlessly guide customer journeys on mobile.
The Slideshow: Not Getting Much Love from the US and Italy
The click rate on the menu, search bar and slideshow differs from country to country; some regional audiences are much more likely to click on these top homepage navigation elements.
France has the highest combined click rate on all three of these elements on desktop (see above), while the UK has the highest click rate on these elements on mobile (49%).
Users in the US, however, are not so click-happy when it comes to these top homepage elements, as they average in the lowest click rate of all the countries surveyed on desktop, roughly 43%. The US also holds the second lowest click rate on mobile, at 33%, only to be outdone by China, which has the lowest click rate on mobile, with only 13%.
As for the slideshow, visitors in the US and Italy show the least interest in this feature. The US has the lowest slideshow desktop click rate, at only 3.7%, followed by Italy, at 3.8%. Across all the countries we studied, the slideshow and the search bar received the least amount of interactions, with the menu coming out on top.
Visuals are a Big Engagement Driver in China and Japan
Visual elements are a crucial ingredient of a good UX in China and Japan, as they produce the most engagement and fastest time to first click. Indeed, visitors in China and Japan are among the first to click on the slideshow. Japan proves that images rule, with the shortest time to first click — 87% faster than the global overage. The time to first click in China is 28% faster than that of the other countries.
While the slideshow is well-received by visitors in Japan and China, the search bar and menu don’t forge a good UX for these audiences, especially on mobile. These 2 site elements garner less interactions within these countries due to their complex writing systems. These elements are ill-adapted to Japanese and Chinese and it shows in the data, particularly in China, where the menu has 74% less engagement and the search bar 60% less than in the other countries.
The Search Bar and Menu: Successful in the UK
Unlike visitors in Japan and China, those in the UK are much engaged with the menu and search bar, as they depend on it more than any of the surveyed countries. Certain in what they want, this audience is eager to find the quickest path to product.
Opposing the UX in Japan and China, the search bar is crystal clear to UK visitors, who use it roughly 45% more than the users in all of the other countries we surveyed. Mobile visitors in the UK also dominate in menu use, and are 50% more likely to rely on this feature than anywhere else.
Specifically, the UK click rate on the menu comes in at 38.3%, the highest out of all the countries on desktop. Its click rate on the search bar is also the highest, at 6.7%.
The Menu Reels in the Best Usage in France and Germany
The menu is the most preferred navigation element in France and Germany, which reels in over 15% and over 11% higher engagement, respectively. Visitors in the UK and Italy are also highly reliant on the menu, while Chinese and Japanese visitors rarely use this function.
With a much heftier use of the menu in Europe, you ought to capitalize it by making it adhere to a clear, visual hierarchy. But it should also have an air of simplicity to maintain its good results for these countries.
More Formulated UX Tips from our Data on a Country Basis
Here are a few more tips we extracted from our data assembly:
Visitors in the US, UK and Italy are determined in their browsing and are looking for the shortest, most direct path to the product. So there’s no need to cram the slideshow. Instead, feature a highly visible, sticky search bar on mobile. This will assure that no matter how far down these global users scroll on the homepage, they’ll have an omnipresent shortcut to the product. Make sure this UX element is fully optimized: enabling an autocomplete function for all search queries will also appeal to this audience.
A general deduction of the European countries we examined is that visitors in these countries are highly engaged with the menu. Optimize it for desktop with a hoverable dropdown feature for ease of use. On mobile, a hamburger icon is a popular, quick menu access solution.
Accentuate the bestselling items on desktop and create a shortlist of recommended products and product categories. Another great UX strategy is to suggest content based on searches such as blog posts, videos, etc. This also presents a solid internal linking opportunity — not all of your content will be stumbled upon by SEO.
Remember, audiences in China and Japan interact heavily with visuals. Go bold with the slideshow: meld in dynamic content such as standout colors, videos and inspiring images. Use product links on the slideshow to lessen the path to purchases. Each image does not have to be bound by one product link.
Since the use of the menu and search bar is low in these countries, add a sticky navigation bar, so it stays in your users’ site even as they scroll down the page.
Optimizing Navigation UX
That does it for our findings on the usage of the menu, search bar and slideshow across 7 countries. It’s time to start tailoring the UX of these site elements in line with the expectations of your local audience.
Localizing the user experience is not simply limited to applying the language of the country your website is tailored for. Brands that can localize the experience in accordance with user expectations and habits will be well poised to improve retention and conversion rates, allowing them to conquer international markets.