Chocolate manufacturer

Customer journey gap analysis | Laderach

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About the client

The family-owned company was founded in Ennenda (Switzerland) in 1962 by a Swiss Chocolatier, Rudolph Läderach. Läderach chocolatier Suisse has distribution in more than 50 countries across the globe. Customers can experience Läderach chocolate at branded shops in more than 10 countries as well as on laderach.com.

Problem

Clients partner agency has researched the market & prepared customer journeys, identifying 2 main gaps:

• People don't associate Laderach as a chocolate brand to give as a gift (Milka, Ferero, Lindt, Merci were more common answers);
• People don't understand the high price behind Laderach chocolate;

Customer journeys - 31.05.22 - final.pdf

Based on the research client asked how we can help them improve their eCommerce site making sure we cover 2 main gaps previously identified.

Approach

Considering none of our current audit templates where fitting the task requirements we had to come up with new approach to validate the site and provide suggestions.

To do so it was decided to tackle one journey gap at a time & within it review main pages covering that particular journey.

1. Looking at data

First, to understand pages we need to prioritizied we looked at the data and identified that most sessions start on the Homepage and in more than half of the sessions users do not reach the product page:

****This supported the hypothesis that people don't understand the price and are not conviced product is worth exploring further.

2. Listing the gaps

Next, we looked at the Homepage trying to answer the question “Are products worth the price?” and listed content gaps we saw:

3. Providing suggestions & examples:

Further in the report we answered each gap with particular solutions and examples from the competitors or related industries. Below is example of hero banner not showing the product or communicating the value.

Each example we provided had also a short comment about what is good about that particular example that client should drive inspiration from.

This approach was also repeated for rest of the pages & journey gaps.

Final report

Laderach x Scandiweb 29.06 (1).pdf

Next steps

To move the project further it was proposed to client that Scandiweb create wireframes with guides on the suggested content & structure for main pages and pass it over to Laderachs' design agency.

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