Category: Customers

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

by Krina Rathodin Branding, Customers, dashboarding tool, Uncategorized

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.

Request a no-obligation demo of Explorazor today

In Retail, Building the Right Omnichannel Strategy is Everything

by adminin Customers, Explorazor, Omnichannel, Retail, sales

Let’s look at the retail landscape today and how important an omnichannel strategy can prove to be in efficiently marketing a brand and driving revenues.

THE NEED FOR AN OMNICHANNEL STRATEGY:

As many times as you have read it, the truth stands that the pandemic initially forced customers to shop online, and in time, customers adopted digital services big-time. This is evidenced by the fact that a whopping 20 million people in Southeast Asia alone converted to being digital customers in the first half of the year 2021. Online searches for terms like ‘instant delivery’ have shot up by 215% in India, just 2021 to 2022. 

The conclusion is that customers today are digitally present, and experience content and brands across so many touchpoints, that it is mandatory to have an omnichannel strategy in place for your brand.

An omnichannel strategy is a cohesive sales and marketing approach that seeks to use every customer touchpoint to provide a consistent and effective customer experience. It involves offering a company’s products & services at all customer touchpoints. Such touchpoints include digital channels like web and app, physical, brick-and-mortar experiences, and any other platform or device that a customer accesses.

‘Effective customer experience’ here means that a customer is satisfied with the product and/or while the company simultaneously generates revenue from that activity. 

2 WAYS AN OMNICHANNEL STRATEGY HELPS COMPANIES:

  1. Increased customer satisfaction – and company revenue

Let’s understand the power of omnichannel strategy in achieving customer satisfaction while simultaneously increasing revenue. 

Consider the example of Petco Health and Wellness, an American pet retailer selling pet food, products, and providing related services. During the pandemic, it understood that its competition and other third-party online retailers were not able to fulfill orders within time. Petco introduced ship-from-store options where customers could browse and purchase online, and pick up the same from physical stores nearest to them. 

Petco met the customers where they were, and provided a key micro-service that made customers love them – and made them some money. Petco’s acquisition costs were cut down by two-thirds, and they recorded a 100% year-on-year increase in sales.

  1. High CLV and retention rates 

Once sold to, they need to be retained. If you’re wondering who ‘they’ are, you’re probably working too late and need some sleep.

Back to the point. Once sold to, customers need to be retained. Creating an omnichannel presence, or being ‘omnipresent’ lets customers interact with your brand wherever and whenever they choose to. It lets the customers dictate what they want the brand to do, and brands can use this opportunity to foster real-time customer engagement and create lifetime value for the customers. 

We’ve covered the ‘how to do it’ in a related blog ‘Getting Omnichannel Right in Retail‘, but just factor in what you’ve read till now and the fact that the global e-commerce share of retail sales is expected to increase to a staggering 24% by 2026, and you’ll see that there’s no doubt that the companies absolutely need an omnichannel retail strategy.

SOME PREREQUISITES FOR BUILDING AN OMNICHANNEL STRATEGY:

Before you go about building an omnichannel presence, here are some of the things you need to have in place. Keep in mind that the list is more exhaustive, and below points are indicative of the nature of preparation you need to undertake. 

We can also help you with one of the rather important points..stick till the end.

  1. Creating/Mapping Customer Journeys 

When managers and teams work to create a framework for understanding customer journeys and how they react in certain recurring situations, for example, a festival that comes along every year, they are able to understand what the customer wants, and provide it to them. 

  1. Knowing who you are targeting

Let’s get this point through with an example. Think With Google shared crucial information for marketers wanting to reach audiences in Indonesia in the month of Ramadan. The data divided customers into 5 segments:

  1. The devoted prayer
  2. The homemaker 
  3. The Ramadan groomer 
  4. The tech followers, and 
  5. The home-comer

With almost the entirety of Indonesia following the religion of Islam, access to such data proves invaluable when slicing the total audience according to the right kind of demographics.

  1. Knowing what you what to communicate

Once you have the right audience figured out, taking the right message to them is equally important. Create a crystal clear overarching brand positioning that you want to reach to reach your audience with

  1. Conducting quick data analysis 

Driving real-time sales and delivering personalized CX in an industry where customers display volatile, or easily influenced, behavioral patterns requires lightning-fast data analysis. And this is where we believe we can help companies.

KICKSTART YOUR OMNICHANNEL STRATEGY WITH …

In the quest to deliver a standard, unified experience to customers, we’re proposing that you work on a standardized, unified dataset as the starting point of your omnichannel strategy. Our data exploration tool Explorazor is built specifically to help brand teams arrive at high-quality insights in an easier and faster manner than their current mode of working, which is primarily on Excel. The usage is very simple – query the integrated dataset using standard keywords such as ‘MS Value’ for Market Share Value and get instant data pivots. 

Explorazor is also infused with seamless root cause analysis, where managers can identify areas/events of concern via simple double-clicks. Other features such as pivots being downloadable as CSV files, various customizable options and chart style settings, time-period recognition (which is not present in BI Tools such as Power BI and Tableau) make data analysis so much easier, faster, and better for managers.

There’s no reinventing the wheel – one doesn’t have to completely leave Excel to use Explorazor either. Explorazor simply simplifies work done on Excel, to frame it as such. 

Multiple Brand Managers from Fortune 500 love Explorazor. As one of them shared his opinion with us “Explorazor is a more intelligent Excel to me”.  

Start with Explorazor, and end with more effective omnichannel strategies, optimized media spends, and higher revenues. Contact us at support@vphrase.com for a free trial and/or connect with our solutions consultant for a free demo.

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