
Analytics & Optimisation
User Experience
The client
Torfs is among the biggest footwear retail chains in Belgium. It’s a family-owned company with over 70 stores across the country. While a great customer experience remains important for each of Torfs’ shops, they also strengthened their position as an online retailer. To achieve this, they use a data-driven approach. Based on data, collected from multiple tools and sources, Torfs optimises the designs of their web shop to drive more revenue and create a better online user experience for their customers.
The goal
What we did
Data analysis on human behaviour and web analytics
Wireframing of new designs
Competitor analysis
Reporting
Our approach
Data analysis
Each optimisation starts with data analysis. This input from actual customers serves as the foundation for a more user-friendly design. For the navigation menu, we were looking for answers to the following questions:
How do Torfs customers use the navigation menu on both desktop and mobile?
What are the most popular menu items?
Do customers experience any possible frustrations with the current navigation menu?
By tracking the clicks of each menu item, web analytics provided insights in the number of clicks per item in the navigation menu. This way we could quantify what the most popular items were and what categories received hardly any clicks.
The results
Analyze design experience based on UX metrics
Wireframes based on user insights
Clear insights into customer behaviour