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27 Best Practices that help you improve your Digital Customer Experience
Foreword
Before you lies the latest edition of the Best Practices report. A document chock-full of the very best examples in CX from our sales studies in 7 different
industries.
Every day, consumers go online in search of products or services. What kind of Biggest benchmark
experience do they have on the websites they encounter? In this Best Practices CX Best All these customer experiences and assessments are entered into our database. Their
Practices report, their experiences are described. On the CX theme, elements from the scores form the basis for the WUA Benchmark. This way, companies can compare the
WUA Digital Sales Model - Look & Feel, Offer, and Brand - consumers respond to open digital customer experience on their domains with the WUA benchmark at an industry
and closed questions. After an analysis performed by our senior researchers, we at WUA level - so compared with competing companies - but also with companies from other
then distill the best practices. industries. This makes it possible for a SIM Only provider to learn from a good example
found elsewhere - from the Insurance Industry for instance.
The Best Practices in this document were written by our researchers based on more
than 100 online orientation studies we conducted - and are therefore based on digital Learning from the best
customer experiences of thousands of consumers. The Best Practices of, for example: Learning from the best to help you create your own progress, that's what we at WUA
ANWB, ENGIE, Inshared, KPN, Univé, Greenchoice, and Toyota describe certain believe in. You don't have to reinvent the wheel: looking at what someone else is
elements of customer experience such as overview, use of color, the best way to set up already doing well, and learning from this, helps you grow faster.
your home pages, trust, clever tactics of online enticement, and much, much more!
On behalf of the entire WUA team, we wish you good reading and inspiration. We're
Continuous customer experience studies looking forward to your feedback!
The studies in customer experience in various industries and sectors are conducted
several times each year. Both in the Netherlands and internationally we initiate studies
in various industries: Automotive, Banking, Energy, Retail, Telecom, Travel, Insurance, Klaas Kroezen Henk Kroezen Daan Tames
and Recruitment. Co-founder & CEO Co-founder Managing Director
klaas.kroezen@wua.nl henk.kroezen@wua.nl daan.tames@wua.nl
2
What did we base these best practices on?
The Numbers
110 18 55 8,8 26,538
studies countries companies customer satisfaction respondents
3
Content (1/2)
Foreword 2 CX Theme: Offer 17
Content (1/2) 3 Hypotheker.nl puts need for information at the heart. 18
Content (2/2) 4 Hypotheek24.nl instantly shows what the product is and what the brand is. 19
Research approach
ASNBank.nl provides simple choices and continually mentions sustainability aspect. 20
What is a Best Practice? 6
Digital Sales Model 7 Unive.nl is instantly relevant and only shows important information. 21
Symbols 8 Inshared.nl immediately presents its offer. 22
Greenchoice.nl intertwines product with design. 23
Rabobank.nl makes most important information stand out. 24
CX Theme: Look & Feel 9
KPN.nl distinguishes the offer using visual cues. 25
ENGIE-Energie.nl uses relevant and functional photos. 10
Toyota.nl keeps a clear overview of car models and their calculation tool. 26
Rabobank.nl has calm house colors and only uses orange for accentuation. 11
SainsburysBank.co.uk provides exactly the right amount of detailed information. 27
ANWB.nl and Unive.nl score high on look & use of image, with different approaches. 12
Belsimpel.nl helps consumers make a choice. 28
KPN.com provides a clear overview through use of color. 13
ING.nl clearly places the most important information on its compact pages. 14
ENGIE-Energie.nl scores with easily legible texts and clear language. 15
ING.nl has a broad, legible tool that offers all relevant information. 16
4
Content (2/2)
CX Theme: Brand 29
Nuon.nl presents itself as an expert in energy. 30
Rabobank.nl presents a clear ‘Why’. 31
ANWB.nl is strong in trust and sympathy. 32
Rabobank, despite being a large organization, comes across as likeable and personal. 33
Interpolis.nl proves its expertise with Reviews. 34
ENGIE-ENERGIE.nl puts the ‘regular Joe’ at the heart. 35
Rabobank.nl always reachable; creates trust, ensures high expectation of service. 36
Greenchoice.nl uses website to stress the sustainability aspect. 37
ASNBank.nl comes across as likeable thanks to calm website. 38
About WUA 39
Contact 40
5
Research Approach
1. Consumer searches for, and visits, a website.
6
Best Practice?
At WUA, a Best Practice is a digital source of
inspiration that we found through our WUA
Benchmark studies. A Best Practice is a
substantiated success factor that will help you 1 Quantitative “A Best Practice is a substantiated
optimize the customer experience.
Rankings & Scores success factor that will help you
At WUA, we believe that looking at what
others are doing well (and learning from this) is optimize the customer experience.”
the best way to improve your path to excellent
customer experiences. Learning from the best
is inspiring, efficient, and speeds up your
growth.
7
Digital Sales Scan
At the base of every Digital Sales Scan® is the Digital Sales Model.
Findability Using this model, the details of the orientation process are mapped by means of a funnel (a simplified
version of the Digital Sales Model can be seen on the left).
In our studies, the achievements of a website are shown in one Digital Sales Score and a CX Score.
First
Impression Same approach in every study
The approach and set-up are the same in every study, thanks to this model. This makes comparison
between different websites possible. This allows us to see which websites are performing well and which
Continue ones are not.
Unique benchmark
The Digital Sales Scan is a unique benchmark that gives you a crystal clear view of your online performance
In-depth
as compared to the competition and +18,500 other websites. This makes WUA the largest online benchmark
of the Netherlands.
Order process
Preference
8
Index
The CX Best Practices report uses 4 icons.
These are used to indicate the various phases in the orientation, as well as the devices used by the
respondents in the online study.
First Impression
Based on the First Impression of a website, potential customers are asked to decide whether or not they think
they would continue exploring the website. The First Impression is expressed as a score that is actually a
cumulation of the scores on Look & Feel, Offer, and Brand.
In Depth
If the consumer decides to continue searching and comparing products on the website, more in-depth
questions are asked, divided by themes. For the Look & Feel theme, during the phase of searching and
comparing, it’s about facilitating the visitor in making a choice and making them feel like they’re making an
informed decision. At the Offer step in this In Depth phase, it’s important for providers to offer a gradual
decision process and to find a balance between offering too many or not enough choices (Paradox of choice,
Schwarz). In the first phase (First Impression) a general ‘good feeling’ is created by a trustworthy party. In the
next phase (finding information and comparing)it is important to confirm that feeling or even to strengthen it.
Desktop or Smartphone
Our studies are conducted on desktop and/or smartphone. The best practices are always based on one of
these two devices.
9
LOOK & FEEL
In the WUA Digital Sales Scan, Look & Feel is one of the most important themes. But: what do we mean by
Look & Feel?
Functional design
In terms of design, websites that receive high scores from consumers tend to be mostly functional. Beautiful
photos are definitely appreciated by consumers, but only when relevant to the product category the consumer
is looking for.
10
Best Practice: ENGIE-Energie.nl uses relevant and functional photos.
ENGIE-Energie.nl scores highest on attractive look in the May
2018 study on energy contracts and manages to immediately
make clear to visitors what the page is about. The relevance is
high.
3 4
11
Best Practice: Rabobank.nl has calm house colors, only uses orange for accentuation.
In the study on Mortgages (November 2018), Rabobank.nl
scores highest in look on First Impression. What does
Rabobank.nl do well?
2 5
1.
1 On desktop, ANWB.nl scored high on look and use of
images. The company decides to use the same approach
on smartphone. The image is relevant and sympathetic.
3 2.
2 The characteristic use of color of ANWB.nl is not very
1 contrasting, as opposed to the colors on Unive.nl. The soft
yellow, soft blue, and off-white blend into each other and
4 are calm to the eyes. Text is shown in several shades of
blue.
33. Unive.nl chose to remove the header image entirely. This
makes the page shorter and leaves more blank space.
Visitors assess the Unive.nl page as very calm, with a clear
2 overview.
44. With cartoon-style images, Unive.nl manages to create a
cheerful, entertaining website. ANWB, on the other hand,
uses photos and the color yellow to make the website
more cheerful.
55. Visitors describe both websites as being professional.
ANWB.nl
✔“Nice images and beautiful colors.”
✔“Looks nice. Feels like vacation.”
The visuals (e.g. pictures/icons) on the website appeal to me The website looks attractive (the appearance of the whole website)
Unive.nl
✔“Cheerful and professional.”
✔“Looks professional, not too busy, not too loud.
Calm look.”
13
Best Practice: KPN.com provides a clear overview thanks to its use of color.
KPN makes clever use of color in the search for a telecom
package (February 2018) and the photos positively
contribute to the customer experience.
1.
1 With the white-green-blue color scheme, KPN.com has a
calm, proper look. The website suits the brand KPN.com
and is familiar to the consumer.
2. Thanks to the calm color scheme, calls-to-action and
2
headers are easily visible. This makes the page easily
1 scannable for important elements. Well-organized
composing page: per product element, first content, then
price.
3
3. KPN.com has placed distinctive icons near the USP, making
them stand out, and complement the text.
4.
4 The offer, too, is supported by visuals – from basic blue to
the more premium black. Additionally, the internet speed
meter fills, clearly showing the consumer which package is
more high-end.
2
3
2 ✔“Proper, almost old-fashioned, I love it."
The appearance of the website appealed to me instantly ✔“No blatant, attention-grabbing elements on my
screen.”
✔“Calm look, with an instant clear overview of
headers."
✔“Lots of icons, minimalizing text, and offering a
clear overview.”
✔“Clear overview of the separate packages."
14
Best Practice: ING.nl clearly places the most important information on its compact pages.
ING.nl ranks highest in First Impression Look & Feel in the
WUA study on Home Insurance (February 2018). The website
especially distinguishes itself through its look, use of images,
and with short pages that are easy to navigate.
4
The appearance of the website appealed to me instantly
2
15
Best Practice: ENGIE-Energie.nl scores with easily legible texts and clear language.
In the May 2018 study on energy contracts, ENGIE-
Energie.nl shows they have a characteristic way of
presenting information that works well for visitors.
1.
1 The texts have a high legibility, thanks to the left
alingment and the 60-70 characters per line. For the
1 visitor, it is easy to read and easy on the eyes.
1.
3 It’s always clear what the text is about, because of the
combination of header, text, and image. The
proportions of text and images are appreciated.
1
The text on the website is easy to read
16
Best Practice: ING.nl has a broad, legible tool that offers all relevant information.
Tab Basisberekening Tab Uitgebreide Berekening ING.nl scores above average in the study on mortgages
(April 2018) in simplicity and overview. The tool is easy to
1 understand thanks to its design and language.
17
OFFER
An offer includes everything to do with a provider’s product or service. This is not just the number of products
and corresponding prices, but also about how easy it is for the visitor to find the options relevant to them.
Immediately after arriving on the website, the thoughts that the visitor forms– the idea that the products
they're looking for can be found here - need to be confirmed. In the Car Rental Malaga study, Rentalcars.com
stresses you're at the right place by repeating the words 'rental car' a few times, showing the logos of rental
companies, showing a picture of a car, and a picture of the Malaga beach. Visitors instantly know what they
can do on the page.
18
Best Practice: Hypotheker.nl puts need for information at the heart.
Hypotheker.nl manages to clearly present the right
information (calculating a mortgage) on its pages. The
consumer instantly knows they’re in the right place. What
does Hypotheker.nl do well in the study on mortgages in
April 2018?
2
✔“You can get started right away: fill out your income,
price of the house you’re interested in, and voilà, it
immediately shows what you need, and what your
I was able to find the most important information in just a few steps
monthly payment will be approximately. Very pleasant,
and not overwhelming.”
✔“You can get started almost immediately: fill out income
4 and age – click a button and it works”
✔“The website offers little to no superfluous or distracting
information, and from the get-go, it’s incredibly practical,
well-organized, and to the point”
19
Best Practice: Hypotheek24.nl instantly shows what the product is and what the brand is.
4 Hypotheek24.nl gets high scores on Offer in First Impression
(study Mortgages April 2018). What does Hypotheek24.nl do
right?
1
1.
1 At the top of the page, Hypotheek24.nl immediately
explains what it is that they do – they offer the best
mortgage online. Letting the visitor choose from 26
providers, the visitor can instantly decide how relevant
this is for them.
2
2. The visitor can instantly calculate their mortgage. With
this, Hypotheek24.nl answers the most important
customer question. There is also the option for visitors
to get an impression of the way Hypotheek24.nl works.
3.
3 Directly below, the visitor is convinced through social
proof, discounts, and verifiable customer evaluation.
4
4. Below that, Hypotheek24.nl makes it clear they’re 100%
independent (USP), giving an overview of the mortgage
rates at the providers. They list all the providers they
2 work with.
5
5. Hypotheek24.nl answers all the important customer
questions in only a little bit of scrolling - offering an
impression of costs and quality through social proof.
3
✔“Clear image when opening the website. Instantly
clear what to click on.”
I saw little unnecessary information
3 I found all the information I need in order to make a good decision ✔“It’s immediately clear who they’re working with.”
✔“Clear what it’s about. Not too much fuss.”
✔“Lots of information guiding the way.”
20
Best Practice: ASNBank.nl provides simple choices & keeps mentioning sustainability aspect.
ASNBank.nl scores high in the First Impression in the WUA
study on savings accounts (January 2018). Especially in terms
of showing the offer in a simple and clearly defined way.
1
1.
1 ASNBank.nl has a calm website with its characteristic
own style. This style is consistent throughout the offer,
adding clarity.
5
2
2. Four products are shown, clearly framed. Visitors only
have to make a few choices, so they don’t have to think
5 about the path they need to take.
33. The product page of Savings has a similar set-up. There
are only three products to choose from. With 4 ticks,
the site succinctly outlines what the product consists of.
The visitor is on the right track, and can request more
information.
44. ASNBank.nl puts the customer’s need at the heart. The
customer is there for a savings account, and that’s
exactly what ASNBank.nl shows. No more, no less.
55. On every product page, ASN presents itself as the
ultimate climate bank, where sustainable saving is
2 possible. No matter the product the visitor chooses, it’s
clear it’ll be a sustainable one.
3
I was able to find the most important information in just a few steps
✔“The introduction immediately paints a clear picture of
the ASN Bank. Savings options are easy to find. I’m also
curious about the green character the bank has.”
It is clear what this website has to offer me
✔“Clear, savings were easy to find, contribution to a better
world.”
✔“Gorgeous homepage with clear style and calm set-up.”
✔“Not too much text or too many images at the same time,
clear menu.”
21
Best Practice: Unive.nl is instantly relevant and only shows important information.
In the study on Car insurance (March 2018) Unive.nl shares
first place on relevance and prioritizing the most important
information on smartphone. What does Unive.nl do right?
2
1
4
22
Best Practice: Inshared.nl immediately presents its offer.
Inshared.nl manages to present a clear offer in the studies on
Car insurance (March 2018).
It is clear what this website has to offer me ✔“Immediately shows info abour car insurance.”
✔“Shows clear overview of options on the first page.”
✔“Coverage easily visible, extra info, and chat option.”
✔“Immediate overview of what’s offered.”
✔“Beautiful layout, clear categories, good offer.”
3
23
Best Practice: Greenchoice.nl intertwines product with design.
The WUA study on Energy contracts (May 2018) shows that
Greenchoice.nl presents a clear offer to the visitor. Design
and product are intertwined. What does Greenchoice.nl do
right?
4
1 11. The website breathes green: all details and buttons are
green. The large header images and headlines are green
and relevant to the product.
22. On the homepage (an even greener page)
Greenchoice.nl explains what green energy is and
where it comes from. It’s a message aimed at
convincing visitors to choose green. It strengthens the
green message.
1 33. Greenchoice.nl leaves no room for doubt. ‘Make the
earth greener’ refers to the calculation tool. The
calculation tool, again, mentions ‘Calculate your green
energy costs’. To the visitor, it’s clear that
Greenchoice.nl only provides green energy.
44. Greenchoice.nl actually follows through with their
message, as started in the search results; it’s consistent
in its message to the visitor.
4
26
Best Practice: Toyota.nl keeps clear overview of car models and calculation tool.
Calculation tool - edition Calculation tool – compose Toyota.nl scores highest on In Depth in the theme element
Offer (82-point average) in the study on Private Lease in May
2018.
1
11. Toyota.nl limits the number of steps, offering a smooth,
organized track.
22. Visitors do not have the option of ordering separate
accessories. This has the added advantage that people
reach their final choice of which private lease car to
choose from, faster.
3 33. For every model, two to four versions are available. This
limits the choice overload, and makes it easier for
visitors to figure out the differences in price and
product specifications.
5 44. Toyota.nl only asks visitors once to choose from a list of
variables, such as the contract duration and the number
It is clear what this website has to offer me
of claim-free years.
55. Handy: by showing all of the variables on a single
screen, visitors immediately see the impact on the
monthly premium.
27
Best Practice: SainsburysBank.co.uk provides exactly the right amount of detailed information.
SainsburysBank.co.uk is the highest-scoring bank in terms
Homepage of Offer in the In Depth stage (Credit card study). They
succeed in creating a balance between offering important
information early on and obtaining more information later
6 - if and when the consumer has a need for more.
Landing pages
5a 11. The advantages of the credit card are clearly listed.
6 7
22. The most important extras are clearly shown.
5a 33. Terms & Conditions are displayed clearly for those
visitors that feel the need to read them.
5b
44. Clear titles and easy-to-read text.
1
55. Contact options clearly shown (5a). Opening hours
are communicated clearly so consumers don’t need
5b to search for them (5b).
28
Best Practice: Belsimpel.nl helps consumers make a choice.
Belsimpel gets the highest scores on Offer in the In Depth
stage (Sim Only study, April 2018). What does Belsimpel.nl
do better than the others?
1.
1 On the homepage, the visitor chooses a product which
is then specified depending on the demand for data and
minutes. With these choices, the site starts a search for
providers.
3 22. For data use, Belsimpel.nl links a type of user to the
amount of data. That way, even users with less feeling
for data are able to make a choice. For instance: 500mb
for someone who doesn’t frequently use mobile
internet.
33. The visitor can choose the offer that is best for them:
2 4 recommended, cost, data, or the subscription with the
most minutes. Visitors can easily return to the search
filters filled out earlier, if they’d like to make changes.
44. Belsimpel.nl provides a clear summary or the product
with its most important characteristics.
55. The ‘more information’ button opens a slide-out menu
1 with more details. By placing information in a slide-out
menu, visitors can easily scroll through the extensive
offer and request more details as desired.
29
BRAND
A consumer who wants to buy something online, wants to feel as though the party behind the website is
trustworthy - and will do what they promise to do. In order to be taken seriously, as a provider, a
brand/provider needs to meet two requirements:
1. Do as you say
Make sure there are no contradictions in the way your company presents itself. That means the Look & Feel,
the Offer and the Brand of your website have to complement each other seemlessly. Successful brands on the
internet have a consistent, credible, relevant, and clear promise.
These two elements both affect trust. Trusting that you’re not paying too much, that you can always expect
good service, that the company practices what it preaches, and that there are no hidden surprises. Customer
reviews also play an increasingly important part in this. Social Proof elements lead to higher trustworthiness.
After all, if so many people like it, it’ll surely be okay.
30
Best Practice: Nuon.nl presents itself as an expert in energy.
In a study on Energy contracts (Mei 2018), Nuon.nl is
perceived by visitors as the most professional and
knowledgeable company. What does Nuon.nl do right?
31
Best Practice: Rabobank.nl presents a clear ‘Why’.
Rabobank.nl scores highest in all brand elements in the study
on Mortgages in April 2018. Rabobank.nl caters to the
uncertainty experienced around the product of mortgages: a
mortgage is a complicated high-end product.
1
1.
1 The ‘Why’ of Rabobank.nl can be found throughout the
entire website. Rabobank.nl lets you borrow money
with a sense of peace: you’ll live financially sound, now
and in the future.
1 2.
2 With only 1 click, the visitor is taken on a step-by-step
plan, in which Rabobank.nl takes the visitor by the
2 hand. This is the most important customer journey,
which takes the customer through all important
information - including the calculation tool. The effect is
that Rabobank.nl looks professional, as well as friendly:
Rabobank.nl makes it easy for its visitors.
33. Rabobank.nl has a sympathetic ‘Tone of Voice’ that the
bank uses to show it understands the consumer. Buying
a house is thrilling, it’s about milestones, dream homes,
3 and reaching goals together with the bank.
4
4. Rabobank.nl presents itself as partner of the consumer
by providing the right information, making the process
easy, speaking the consumer’s language, and relieving
3 uncertainty.
1
32
Best Practice: ANWB.nl is strong in trust and sympathy.
In WUA studies, ANWB.nl is one of the strongest in all
parameters of the Brand theme. It is the winner of the Car
insurance study (April 2018) for the tenth time in a row!
4 ANWB.nl invests in its visitor, inspiring confidence and
sympathy.
3
✔ANWB inspres confidence. Very Dutch
organization, has been around for decades.”
✔”Trustworthy, likeable, professional.”
✔“ANWB is a large, well-known company, I liked the
image on the car insurance page, it feels familiar.”
The company behind this website seems sympathetic
✔“Photos are attractive and cheerful. Makes you feel
like going for a ride.”
33
Best Practice: Rabobank, despite being a large organization, comes across as likeable and
personal.
In the study on Home insurance (March 2018), Rabobank
wins all the Brand categories. The company isn’t just viewed
as professional and knowledgeable, but also as likeable.
What does Rabobank.nl do right?
2
11. Rabobank has built a good name for itself in finance -
which has a positive effect on all Rabobank products
and services.
22. The search bar on the homepage is prominently placed
2 and is introduced with the friendly message: “What can
we help you with?” Right next to the search bar, more
options for contact and help are presented.
3 33. Rabobank inspires a friendly, trustworthy feeling in
customers and in visitors. It approaches visitors and
customers in a friendly, helpful manner. The message
Rabobank.nl sends is: “Let us help you, because
damages are awful enough.”
5 44. Rabobank shows the MoneyView product rating as
proof of external confirmation of its quality.
55. Aside from external confirmation, Rabobank shows
customer reviews on the page. Rabobank.nl doesn’t just
show the customer rating, but also how this rating
came to be. This social proof adds to the trust people
have in the company.
2
✔“Rabobank makes me feel safe, they know our
financial situation.”
4 ✔“Trustworthy Rabo feeling.”
✔“Personal service.”
The company behind this website makes a professional
The company behind this website seems knowledgeable The company behind this website seems sympathetic ✔“(...) you can instantly chat with an employee
impression
online.”
✔“(...) first bank you contact.”
34
Best Practice: Interpolis.nl proves its expertise with Reviews.
3 4 Interpolis.nl is seen as the most professional and friendly
brand in the study on Home insurance (Februari 2018).
2 6
5
The company behind this website seems knowledgeable
35
Best Practice: ENGIE-ENERGIE.nl puts the ‘regular Joe’ at the heart.
ENGIE-Energie.nl scores highest in attractive look in a May
2018 study on energy contracts and knows how to clearly
The appearance of the website is appropriate for the product I
am looking for
inform visitors what the page is about. This translates to a
high score on relevance.
11. The ‘regular Joe’ hanging from the window next to a roof
filled with solar panels closely corresponds to the topic of
energy. The image instantly tells the visitor what to
4 expect on the page.
22. All content under the header is about energy: it’s about
green energy, solar panels, and electric charging stations
for cars. All information is relevant and corresponds with
1 energy. The images also fit the subject.
33. ENGIE-Energie.nl has made the images even more
functional by letting the man in the window point at the
3 button that says ‘Click here to receive a quote’.
44. The images feel ’real’. It’s about the regular Joe that’s
concerned about sustainability.
36
Best practice: Rabobank.nl always reachable; creates trust, ensures high expectation of service.
Rabobank.nl receives the highest scores on ‘Service
expectation’ in the study on Mortgages in April 2018. What
I expect to receive good service with this company does Rabobank.nl do right?
1.
1 Rabobank.nl puts many different contact and help
options in its tool for the consumer. Contact options are
shown both at the top of the page and at the bottom.
The consumer instantly knows they are in the right
place to find answers to questions about mortgages.
2.
2 There are multiple ways of getting in touch: chat, video
chat, the App, Twitter, Facebook, and phone.
1 3
3.
3 Contact is made personal by posting photos of the
service staff. On top of that, consumers have the option
on Rabobank.nl to chat with an expert (such as a
mortgage broker) instead of with service staff.
4.
4 The chat was tested twice and functions well. The
response time is fast, the contact is friendly, and the
answers are satisfying.
3 4
37
Best Practice: Greenchoice.nl uses website to stress the sustainability aspect.
The green message of Greenchoice is intertwined with
Greenchoice.nl: the entire website portrays their goal and
mission, according to the study on Energy contracts (May
2018). By making use of external confirmation, the message
2 is believable, too.
1
1.
1 Greenchoice.nl places external validation on its website,
such as certifications and studies. It serves as proof for
the claims the company makes about sustainability and
Greenchoice.nl’s green character.
2
2. Greenchoice.nl shows on its website which collaborations
it has with other green companies, and what this
collaboration means in terms of their mission: a greener
world.
3 3.
3 Greenchoice.nl gives advice on how the consumer can
contribute to a green energy product by reducing one’s
own consumption. The reducing of one’s own energy
consumption isn’t exactly advantageous to the company,
but does fit its mission. Greenchoice.nl appears to say
that the mission is more important than the company.
4.4 The origine of all energy sources can be traced. This offers
3 additional certainty to the consumer that the product
actually is what they promise it to be.
38
Best Practice: ASNBank.nl comes across as likeable thanks to calm website.
ASNBank.nl scores high in the First Impression in the WUA
1 study on Savings accounts (Januari 2018). Especially when it
comes to the simple and quick presentation of their offer.
1.
1 ASNBank.nl has a calm site with a characteristic own style.
This style is consistent throughout the offer, creating
clarity.
2
2. Four products are shown, clearly boxed. Visitors only need
to make a few choices - they don’t have to think about the
5 entire path that needs to be taken.
3.
3 The Savings product page has a similar layout. There are
only 3 products to choose from. With 4 ticks, the page
shows what the products consist of. The visitor is on the
5 right track, and can request more information as required.
4.
4 ASNBank.nl centralizes customer’s needs. The customer is
exploring a savings account, so that’s what ASNBank.nl
shows. Nothing more, nothing less.
55. On every product page, ASN presents itself as the ultimate
climate bank, where you can save money sustainably.
Regardless of which product the visitor chooses, it’s clear
it’ll be sustainable.
2
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About WUA
Herengracht 252
NL - 1016 BV Amsterdam • Established in 2008 by online entrepreneurs Klaas & Henk Kroezen.
Tel: +31 (0)20 531 97 10
wuaglobal.com • 35+ employees and experts in digital & benchmarking.
• Growing international organization, active in 18+ countries.
• Fully focused on digital orientation & service customer journeys.
• Specialized in helping companies become and stay #1 • WUA initiates independent research.
in digital experience. • The result: unique database with 26,000+ evaluated sites & apps.
• High-tech usability research lab in the heart of Amsterdam.
• 100% focus on digital experience benchmarking of • Inventors of the Web Service Scan® and the Digital Sales Scan®.
acquisition, service & retention customer journeys. • Customers we are proud to work with:
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Team & Contact We’ve worked on this CX Best Practices with great pleasure.
If you have any questions, please contact us:
Herengracht 252
NL - 1016 BV Amsterdam
Tel: +31 (0)20 531 97 10
www.wuaglobal.com
Klaas Kroezen Henk Kroezen Daan Tames Steffan Hartzema Boris Kugel Mitchel Wubben
Founder & CEO Founder Managing Director Research Expert Head of Industries Retail, Head of Industries
Travel & Insurance Automotive & Banking
klaas.kroezen@wuaglobal.com henk.kroezen@wua.nl daan.tames@wuaglobal.com Steffan.hartzema@wua.nl boris.kugel@wua.nl mitchel.wubben@wua.nl
Stephanie van Bommel Elizabeth Wemmenhove Matthijs van den Broek Dries Smulders Roos Rieu Talitha La Macchia
International Research Researcher & Online Expert Head of Thought Leadership Inbound Marketing Specialist Marketing Expert Digital Researcher
Manager
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