Digital Experience

We start with data rather than opinions. That means web analytics on entry points, exit points and devices, search queries from Search Console, and a comparison of the paths that end in a purchase with the ones that break off before. A site's internal search adds a lot: what people type there says plenty about what the navigation fails to answer.

Then we walk the journey ourselves. Forms with too many required fields, checkout steps, unclear labels, error messages that never say what went wrong. Where it helps, we watch a few real users attempt a specific task. Five sessions often reveal more than a long debate inside the team.

The findings turn into a prioritized list. We implement the changes, measure again, and keep what demonstrably works. Adjustments to how prices are shown, to shipping costs or to the range are part of the experience just as much as visual design is.

The clearest case: visitors arrive but too little happens. Traffic from search or campaigns is there, conversions lag behind it. The problem is then rarely reach; it is what happens after the click.

The period after a relaunch is another familiar one. A new site looks better but loses revenue, because journeys got longer or content that people used to find is gone. Further triggers are a stream of support requests about things that ought to be on the site, high checkout abandonment, and complaints about how the site behaves on a phone.

Experience work helps little when hardly anyone visits at all. At very low traffic there is no basis for judging whether a change worked, and the bigger lever sits with visibility and content. An offer that misses what people actually need cannot be rescued by design either.

Speed is measurable. Google's Core Web Vitals cover Largest Contentful Paint, how long the biggest visible element takes to appear, and Interaction to Next Paint, how quickly the page responds to input. Under 2.5 seconds for LCP and under 200 milliseconds for INP count as good. The usual brakes are uncompressed images, too many third party scripts, and fonts that block text from rendering.

Usability comes down to details: tap targets that are big enough, form fields that bring up the right keyboard on a phone, autofill that works, error messages shown right at the field concerned. Going back a step or moving between pages must never wipe out what someone has typed.

Accessibility belongs here too, and under the European Accessibility Act it is now an obligation for many providers. In practice that means sufficient contrast, full keyboard operation, meaningful alternative text and a clean heading structure. All of it helps every user and makes the page easier for search engines to interpret as a side effect.