ELLA COLDRAY
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The problem
In the run up to Christmas, Hotel Chocolat wanted to use SEO to drive more traffic towards their local shop pages. However, testing found that these had a high bounce rate and low conversion rates. Lack of user experience optimisation meant that these pages were difficult to navigate through and users often weren't finding what they were looking for. In particular, few users navigated to the search bar and clickthrough from search results to the local pages was low.
The solution
Analysis of the existing local pages allowed us to identify key problems within these pages and come up with considered solutions to redefine the user pathway. The new pages feature a streamlined multi-function search bar and alphabetised 'jump to' links to help users reach their destination faster and with more clarity. Reconsidering the appearance of content layout created a more engaging interface and aligned the look of the elements with their function to help harmonise it with the user's expectations. The addition of 'shop' element to these pages helped feed the user into the back into the purchasing flow.
