Boosting the online conversion rate of nmbseurope.com

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Marcus Todd
7 years ago
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1 Boosting the online conversion rate of nmbseurope.com The project To compete on an expanding market of international train ticket distributors, NMBS Europe decided to develop a new website. Human Interface Group delivered user experience services throughout the entire project. This provided NMBS Europe with a continuous sounding board to discuss different aspects concerning the user experience of the site. Human Interface Group 1

2 The challenge For an end-user, booking a train should be an easy, straightforward process. In real life, however, it is a complex process in which many systems and business rules need to interact with each other. Our biggest challenge in this project was to reconcile these two factors, i.e. make a complex process look simple:! The various cooperating systems had to be integrated in one user interface;! Clear user feedback and efficient user assistance had to be provided to the end-user during the booking process. Previous website Homepage Human Interface Group 2

3 Previous website Train planner Previous website Booking module Human Interface Group 3

4 The results At the end of April 2010, NMBS Europe successfully launched their new website The continuous cooperation between business (NMBS Europe), its development partner and Human Interface Group resulted in an enormous increase of conversion after the website was launched. But our work did not end here. Since continuous improvements are vital to the success of an e-commerce site, new releases were continuously scheduled after Listening to end-users and analyzing their needs was, as always, a solid base to define these improvements and make sure the conversion kept going up. In addition, NMBS Europe decided to follow the mobile trend and, just like its competitors, develop iphone and Android apps. NMBS Europe chose to work with Human Interface Group again and this way guaranteed consistent advice for all platforms. Human Interface Group acted as the conscience of the average internet user, that s how I like to think of them. Sven De Clercq, e-commerce manager For the entire testimonial, please refer to New website after launch Homepage Human Interface Group 4

5 New website after launch Booking module New website after launch Detail page booking module Human Interface Group 5

6 What we did In the initial project for the development of the website, Human Interface Group performed the following tasks:! Expert evaluation of the functional and technical analysis based on predefined personas! User testing with the first prototype, during which the following aspects were evaluated: " The plan-to-sale conversion funnel " The information structure " The graphic design of the homepage! Functional testing by a user experience expert of Human Interface Group: " Do the users find and understand the necessary information? " Is the information displayed in a clear way? " Do all the functionalities work according to the requirements? " What is the user experience of the new site? " Does the website work and look the same in different browsers? " Workshop content optimization :! When we performed the functional tests, it became clear that just copying the existing content from the old to the new website was not enough. The web team needed clear guidelines on writing for the web. Human Interface Group therefore organized a content optimization workshop with theory, exercises and immediate recommendations to optimize and rewrite the existing content.! Internal focus groups! Before the public launch, the site was first presented to employees of NMBS Europe during a number of focus groups. Together with the participants of the focus groups, Human Interface Group formulated short- and long-term recommendations to further optimize the total user experience.! Continuous user experience support and advice Human Interface Group 6

7 Previous website Content page New website after launch Content page Human Interface Group 7

8 After the website launch, Human Interface Group continued to give NMBS Europe advice for optimizing the website and developing mobile apps. To be able to offer concrete recommendations on the user interface, the following tasks were carried out:! Expert evaluations by user experience experts! User tests with potential and real end-users of the website Website end of 2012 Booking module Human Interface Group 8

9 You work hard to improve your digital business? We help you to achieve results. Human Interface Group gives advice and creates an engaging user experience for all digital channels and touch points in the customer journey. We define a UX strategy tailored to your company s value proposition and create outstanding user experiences and user assistance material for companies worldwide. For more than 20 years, Human Interface Group has built up a leading reputation in the user experience market and is now an absolute reference. Curious about how we can help you achieve better results? Visit Mail info@higroup.com Call +32 (0) Human Interface Group 9

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