CASE ANALYSIS | UK supermarket chain – signposting for conversion

This case analysis is about a supermarket that had commisioned a UX research booth. For them to know what strategy and results would be significant and useful for the improvement of goods and services offered by the supermarket and also for the convinience of the customers.

In the UK, a leading supermarket chain had moved into offering financial services products through a whitelabel agreement. However, they were not seeing the conversion levels they had hoped for. That is why the supermarket commissioned some UX research both in the form of analysis by a UX company and through one-to-one consumer studies. 

This led to a range of issues, the navigation was not clear to users, there was not enough help when trying to fill in difficult form fields, and errors were not signposted clearly. As a result, users who would have bought the product were simply giving up. By making changes to ensure that the signposting was clear and specific, this had increased the sales and revenues. This was achieved through one specific principle called specificity.

To avoid such issues and confusion on customers taking in the UX research booth as for this dilema. Forms must be specific. Most of us who have used forms online when something does not work as we expect and we get an error message, it must be clear what has gone wrong. Understanding this can be the difference between a successful conversion funnel and significant drop-off. Making a sensible UX research booth would rather improve the business relations with the customer.