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In today’s digital era, user experience (UX) has become a critical factor in the success of websites, particularly in the consumer packaged goods (CPG) industry. A well-designed website can significantly impact user engagement, brand perception, and ultimately, drive business growth.

In this blog, we will explore the importance of user experience in CPG website design and provide actionable insights for designers and CPG company managers.

Understanding the CPG Industry:

The consumer packaged goods industry encompasses a wide range of products, from food and beverages to personal care items, household goods, and more.

As competition intensifies in this industry, establishing a strong online presence through an effective website has become essential.

By offering a seamless user experience, CPG companies can effectively engage their target audience, showcase their products, and drive conversions.

Let’s explore a notable example where a CPG company revamped its website to align with user expectations and achieved significant business growth as a result.

Procter & Gamble (P&G), a renowned CPG company, revamped its website to align with user expectations. By conducting thorough market research and analyzing customer behavior, they identified the need for a more intuitive and user-friendly interface.

The website redesign included improved navigation, enhanced product descriptions, and personalized content recommendations, resulting in a significant increase in website traffic and higher user engagement.

To create a successful CPG website, adopting a user-centric design approach is crucial.

This involves understanding the needs, preferences, and behaviors of the target audience through user research and data analysis.

By placing users at the center of the design process, CPG companies can create intuitive and engaging experiences.

Method, a sustainable cleaning products brand, adopted a user-centric design approach when redesigning their website. They conducted user testing sessions to gather insights into user preferences and pain points.

As a result, they implemented a simplified checkout process, improved product search functionality, and incorporated user-generated reviews and ratings. These changes led to higher customer satisfaction, increased conversions, and improved brand loyalty.

Simplified and Intuitive Navigation:

Clear and intuitive navigation is vital for CPG websites, given the vast array of products and information they offer. Users should be able to find what they’re looking for quickly and easily.

Best practices for navigation include:

1. Clear labeling
2. Logical categorization
3. Prominent search functionality
4. intuitive menu structures.

Coca-Cola, a global leader in the beverage industry, redesigned their website to enhance user experience. They implemented a simplified navigation structure, categorizing products based on consumer preferences and occasions. This enabled users to find their desired beverages quickly and easily, reducing bounce rates and increasing time spent on the website.

Responsive and Mobile-Friendly Design:

With the proliferation of smartphones and tablets, optimizing CPG websites for mobile devices has become imperative.

Responsive design ensures that the website adapts seamlessly to different screen sizes and resolutions, providing an optimal viewing experience.

Mobile-friendly design not only enhances user experience but also improves search engine rankings, as search engines prioritize mobile-friendly websites.

This can lead to a significant increase in mobile traffic, improved search visibility, and higher user engagement.

Coca-Cola, a global leader in the beverage industry, redesigned their website to enhance user experience. They implemented a simplified navigation structure, categorizing products based on consumer preferences and occasions.

This enabled users to find their desired beverages quickly and easily, reducing bounce rates and increasing time spent on the website.

Visual Appeal and Branding:

Visual appeal is a powerful tool for capturing user attention and reinforcing brand identity. CPG websites should reflect the brand’s personality and values through consistent visual elements such as color schemes, typography, and imagery.

To illustrate this, consider a well-known CPG brand that effectively integrated visual storytelling into their website.

By utilizing compelling lifestyle imagery and videos, they not only enhanced the overall user experience but also resonated with their target audience, leading to increased brand loyalty and customer retention.

L’Oréal, a leading beauty and personal care brand, integrated visual storytelling into their website design. They incorporated high-quality imagery and videos showcasing their products being used in real-life situations.

This visually appealing approach not only captivated users but also reinforced the brand’s identity, resulting in increased brand loyalty and customer retention.

Streamlined Product Information:

Effective communication of product information is crucial in the CPG industry. Users seek concise yet comprehensive details to make informed purchase decisions.

CPG websites can streamline product information by providing clear product descriptions, high-quality images, and user-generated content such as reviews and ratings.

Personalization with Performance:

Personalization and customization have become increasingly important in delivering a tailored user experience.

By leveraging user data and employing intelligent algorithms, CPG websites can provide personalized recommendations, customized content, and targeted promotions.

But handling multiple sources of data and trying to get insights from them at the same time takes around weeks to months.

To make sure that Business users and analysts do not waste time to get to the required data points, Explorazor comes into place.

Users can effortlessly connect multiple datasets and analyze them with our “Google – like” search interface.

Within a single query, you can drill down to the root cause of issues and identify hidden opportunities across multiple datasets.

Refer to our Use case on how Explorazor helped businesses such as Danone and more to empower a data driven culture.

User experience plays a vital role in the success of CPG websites.

By adopting a user-centric design approach, simplifying navigation, embracing responsive and mobile-friendly design, creating visually appealing branding, streamlining product information, personalizing user experiences, and optimizing website performance, CPG companies can elevate their online presence and drive business growth.

Taking inspiration from the examples discussed, designers and CPG company managers can apply these insights to enhance their own websites and effectively connect with their target audience. Remember, a well-crafted user experience is the key to success in the competitive landscape of the CPG industry.

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In this blog, we’ll be making a case for why an Insights team should consider Explorazor for Brand Managers, discussing the problem with current dashboarding tools, and how Explorazor will benefit Insights Teams massively.

Before we begin, just a quick introduction to Explorazor – it is a data exploration tool designed specifically for Brand Managers to obtain instant data pivots on an all-inclusive, integrated dataset, using a simple search functionality, with the ability to pin insights to dashboard and download any data point as a CSV file.

Let’s begin:

Introduction

Now, a part of the job for an Insights team is to introduce new products/tools in the company to help Brand Managers –

Extract the maximum out of the data – as in, extracting the best insights which lead to the best decisions
Doing so in a manner that eases, not complicates, a Brand Manager’s interactions with the data

We interviewed 100+ Brand Managers from Unilever, Nestle, Reckitt, Glenmark, Godrej, and more, asking them about the lives of Brand Managers and the various data-related challenges they face. We then developed Explorazor, the data exploration tool in question, in such a way as to

Help Brand Managers get any data pivots instantly
Ensure that it is so simple, that Brand Managers have no difficulty in adopting it

Regarding the instant data pivots, it is possible on Explorazor because Explorazor hosts all data in an integrated manner. Think of Kantar, Nielsen, IQVIA, primary sales, secondary sales, media, and every other dataset, all combined into one. Regarding the instant adoption, there is no end-user difficulty in usage, nor is there any novel proposal – Explorazor simply seeks to improve their Excel experience, without leaving Excel entirely.

Brand Managers are strikingly similar in their possession of skill sets, job roles, and the right personality traits, so the background they came from didn’t prove to be an adoption hindrance as well.

The Problem with Dashboarding Tools

The major part of a Brand Manager’s job is to ensure that the brand is operating smoothly, across geographies. To do this on a typical BI dashboard, they would have to make, manage, and maintain tens of dashboards at a time. Workload is increased.

Additionally, the data is stored individually, with no communication between them whatsoever. Creating a connection between them to answer ad-hoc queries is a painstaking task, and Brand Managers simply ask the Insights Team to revert with an answer to their ad-hoc queries.

Finally, even if the dashboarding tool is able to do all of this, Brand Managers educating themselves on the ins and outs of the tool and how to use it, is, simply put, not going to happen. As a Growth Analytics Lead of a 35,000+ employee company told us “There are so many tools in a company, but nobody uses them. They just pose questions to us!”

Such is the case of the average company – BI tools that help create dashboards are lying unused because they don’t help people (in our case, Brand Managers) ease their daily lives.

Benefiting Both Parties

The primary reason for Insights Teams to consider Explorazor for their Brand Managers is that Explorazor empowers the Brand Manager to ‘Do It Himself’. No longer is the Brand Manager dependent on anyone to run ad-hoc analysis. The win-win here is that the Insights Team’s time is freed up to concentrate on what they should actually be doing – strategizing for the long-term, running different types of modeling on different datasets to create better forecasts and targets for the business, and so on.

Consider an example: Suppose your company owns an apparel brand present in retail stores across the nation. Now as an Insights Team, you can focus on things like mapping out the loyalty base in each region, and studying why it is shifting, if that’s the case. You can then start benchmarking competition and finding out if a particular campaign they ran during that time period led to a shift in the loyalty base. If sales showed de-growth in stores in a particular city during the year-end, you can dig deep to find the exact answer for it – it may be something as minute as the discount scheme offered by competition being better than yours. You can design loyalty programs to win back your customer base, in addition to ensuring you have a better discount scheme the next time around. In a utopian and very possible scenario, Brand Managers would be thanking you over emails and town halls.

All of this is possible, if only you have the freedom to execute what you are capable of.

Insights team should consider Explorazor for Brand Managers. If you are interested in knowing more about Explorazor, kindly schedule a 30-min demo call with us here.

If you want to understand how Explorazor helps Brand Managers explore data on an integrated dataset, we suggest you skim through the ‘3 Types of Analysis Brand Managers can Perform Super-Easily on Explorazor’ blog.

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Category: dashboarding tool

Enhancing User Experience in CPG Website Design: A Guide for Success