Adapt UX for international websites

Adapt UX for international websites

Founded in 1975, Promod is a French ready-to-wear brand with 25 million of customers per year. Present in several European countries and particularly in Germany, Promod wanted to analyse its German users’ behaviour in order to understand local specificities and adapt its user experience on the German version of the e-commerce website.
The brand decided to call on Content Square’s expertise to analyse step by step the customer journey on its French and German websites.

Understand the browsing behaviours of French and German users

Two browsing audits and a perception test had been simultaneously launched on Promod’s French and German checkout. Content Square’s solution recorded the movements of thousands of users. Thanks to new generation data such as hesitation time or click potential, fundamental behavioural differences between the two countries had been revealed. For example, it was that German used more reinsurance elements than French.
In the same time, through very specific questions on every page of the checkout, the perception test highlighted some breaking points in the customer journey. German users expressed a feeling of insecure on Cart and Payment page because of reinsurance’s lack of visibility.

Example of question asked to users

Example of question asked to users

 

Adapt its paths to each user, in each country
To improve Cart Page readability, Content Square’s data analysts recreated users’ navigation paths. It showed that the French went faster to product’s information, while the Germans scanned all the page and spend time on the General Terms and Conditions of sales.

Navigation paths on French & German Cart Pages

Navigation paths on French & German Cart Pages

Content Square pushed the analysis further to identify which reinsurance elements were the most consults.
It emerged that French users were particularly attentive to elements about the delivery whereas German ones were looking for return procedures details. Indeed, Germany has the highest return rate in Europe, which explains why 90% of German e-merchants take responsibility for return fees.

This double audit allowed Promod to identify the key differences between its French and German users and offered them a better user experience, as Emeline Dermineur-Kramaz, Promod’s Content Manager Web and e-merchandising, pointed out : “The comparison between our French and German websites revealed very interesting browsing differences. We realised that the most important elements for French users were not necessarily the same in Germany. From there we were able to adapt our site to needs of our German users.”

As Promod wanted to continuously optimise and personalise its customers’ paths, the brand has decided to use the Content Square’s Self Services solution. This solution helps e-merchants to visualise, optimise and personalise their web & mobile interfaces to increase their turnovers.

Authored by: Marine Hortemel

Head of Marketing & Communication