Context
Sony is a global company working in the international arena of consumer and professional electronic products and solutions, music, film and entertainment. Within its professional solutions division it aims to provide industry leadership in a number of areas including Broadcast and Professional A/V, Surveillance, Healthcare, IT, Videoconferencing and Projectors. Sonybiz.net is the web portal for these businesses in EMEA. The website is a multi-lingual and complex site serving a wide range of B2B audiences. It contains over 3,000 products, over 2,000 editorials, interactive and streaming video media.
Challenge
Sony asked cScape’s Customer Engagement Unit to review the customer journey, initially through specific parts of the website with an objective of enhancing the user experience and increasing customer engagement. A number of aspects were identified as in need of improvement, including design, usability, navigation and consistency of content.
Solution
cScape drew up a plan for optimising and redesigning an initial four key page templates on the Sonybiz site. cScape first reviewed the pages and conducted interviews with Sony staff before drawing up a report with proposed changes. The recommendations were made on the basis that the proposed solutions will improve dwell time on key pages, decrease drop-off rate on the information form and generally improve user experience.
Outcome
Sony was very pleased with cScape’s recommendations and has asked cScape to implement the changes. Richard Avis, Senior E-Marketing Manager of Sony remarked, “I’m delighted with the work cScape has done. They were able to very quickly understand our business needs and recommend solutions to improve engagement on our website. I’m expecting to be working with cScape again very soon.”