Painting the Full Picture: How Jotun Explored Online Customer Behaviour

Challenge

Jotun, the leading Norwegian paint manufacturer, wanted to understand how current and potential customers began their search and found inspiration online when looking for paint.

This study was particularly interesting for the company since Jotun’s website did not have an e-commerce function. Therefore, when consumers visited its website, they would look for inspiration, but would eventually have to move ‘offline’ to purchase their paint.

Solution

Jotun picked a custom-made version of Sonar’s “Website” study, and let Sonar recruit 10 B2C users from its well-established Swedish market and 10 B2C users from the UAE, a new market in full expansion.

The study asked participants to complete several tasks on Jotun’s website. The goal was to better understand how the website met users’ needs in terms of their ability to locate and select specific indoor and outdoor paints, as well as find a Jotun dealer.

Results

The study revealed customers could perform all tasks with ease, and found the website visually appealing, easy to navigate and intuitive. However, they also wanted more e-commerce features – such as price comparison across dealers and the option to buy online, as well as additional customer stories, visuals and editorials for inspiration.

Impact

The company recognised its website had potential beyond being an inspirational hub. As a result, the digital team at Jotun received clear content directions from its customers, as well as the validation it needed to champion the company’s need for a website e-store.

A Window to Success: How VELUX Boosted Conversions with Customer-Optimised Webshops

Challenge

Although VELUX’s products are best experienced in person, many customers first interact with them online. Indeed, VELUX offers a variety of digital products including their website, apps, and other digital tools, to help their customers explore their product catalogue and make a purchase. Therefore, delivering a high-quality user experience is a fundamental need for the company.

To bolster online sales and improve the online shopping experience, VELUX renovated 2 of its webshops. The company set as a usability benchmark that at least 80% of its customers should be able to find what they were looking for on the two webshops within no more than 3 steps.

Solution

VELUX tested the two online stores with its customers, using a customised version of the ‘E-commerce flow’ study from the Sonar marketplace. By aggregating VELUX customers’ impressions, suggestions and reactions on video, Sonar compiled these results into actionable insights and recommendations.

Results

VELUX received all full videos, an executive summary and access to our insights dashboard, containing 3 key takeaways, suggestions for next steps and 10 concrete optimization points that described potential initiatives for our client to increase customer satisfaction.

Impact

By implementing these recommendations and taking action on its customer insights, VELUX reached its KPI and increased customer satisfaction and usability, which resulted in quicker customer purchase journeys and higher offline sales.

Breaking the Bank: How Santander Created a Money-Spinning Loan Application Flow

Challenge

As a leading financial service provider, Santander Finland was transitioning its service offering on its online portfolio. But there was a problem: large amounts of customers were dropping out during their online loan application process.

The challenge was clear: to improve the online application flow to reduce the drop-off rate and create a best-in-class online application process.

Solution

Santander first probed its customers to get feedback on its existing flow with a flow optimisation test. After it collected insights from the first testing round, the bank went back to the drawing table, editing its flow and presenting it to a sample of non-Santander clients.

During each testing round, Santander received usability scores, which it used to benchmark the two flows.

Results

Through iterative testing, Santander identified all highly critical issues in its flow and learned how to address them with precision and speed. Furthermore, by presenting it to a new audience, the bank discovered its new flow outperformed the old one in every single benchmark.

Impact

“Your process made usability testing quite easy for us. Before, there was a lot of hassle in conducting user research, but your process and approach were much more useful and easier for us”

Usko Manninen, Digital Marketing Leader (Nordics) at Santander Consumer Bank – Nordics.

Santander launched a customer-inspired flow that made online loan applications much smoother. As a result, online transactions grew markedly. More than that, the bank has now integrated customer insights into its production cycle, helping it make customer-inspired, more successful business decisions in a fraction of the time.