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Website Audit
Nutrioli is a leading brand in the food industry, known for its healthy cooking oils. Their commitment to quality and nutritional benefits has made them a household name. The company is focused on providing easy-to-use products for health-conscious consumers.
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Project duration:
1 week
My role:
UX Researcher
Tools used:
Google Analytics, Google Page Speed Insights, WCAG Guidelines, WAVE, Google Tag Manager
Problem Statement
Problem Statement
Nutrioli needed a thorough evaluation of their website to enhance user experience, engagement, and accessibility. The website was underperforming in terms of user engagement and accessibility. High bounce rates on key pages and inconsistencies in content presentation were observed, particularly on mobile.
Methodology
Methodology
I conducted a thorough UX review of Nutrioli’s website, focusing on three key areas: Behavior, Content, and Usability. I analyzed Google Analytics metrics, Core Web Vitals, and user behavior across both desktop and mobile platforms to uncover pain points and areas for improvement. In addition, I assessed the website’s content structure and accessibility to ensure it aligns with WCAG guidelines.
Insights & recommendations
Insights & recommendations
Mobile-First Focus: given that mobile traffic was three times higher than desktop, a mobile-first design was prioritized to improve the user experience on mobile devices.
Bounce Rate: high bounce rates on key pages like the homepage and product listings indicated a lack of effective internal navigation. New content structures and interactive elements were proposed to encourage users to explore deeper into the site.
Content Hierarchy: the inconsistency in H1, H2, H3 font sizes led to visual confusion. Graph Adjustments: Resize large images and graphs to prevent users from needing to scroll excessively.
Button Consistency: inconsistencies in button sizes were addressed to maintain visual harmony and usability across the site.
UX Writing: enhanced calls to action and more engaging language were recommended to drive conversions, especially in forms and product interactions.
Color and Contrast Adjustments: low contrast between text and key elements was identified as an accessibility issue. Recommendations for higher contrast and clearer visual cues were made to meet WCAG standards.
Proposed features
Proposed features
Filter by Nutritional Needs: Introduce filters for dietary preferences (e.g., vegan, low-carb) to drive better content discovery and SEO.
Recipe Search Function: Implement a search bar for faster access to recipes before exploring categories.
Category Visuals: Use visual categories (e.g., "Quick Meals", "Low Calories") to simplify decision-making for users.
Popular Filters: Add filters like "New", "Most Viewed", and "Quick Prep" to guide users towards relevant content.
Auto-fill Functionality: Introduce an auto-fill option to help users find recipes faster as they type.
Dynamic Forms: Integrate dynamic forms to help users find Nutrioli products that best suit their needs based on preferences.
Improved UX Writing: Optimize form copy to invite users to engage without overwhelming them.
Add a Product Locator feature on the "Find Us" page to show nearby stores, enhancing user engagement and purchase opportunities. Add location-based store pins to reinforce Nutrioli's retail partnerships, boosting brand visibility and product availability awareness.
Integrate GIFs or Previews of social media videos for products to encourage more interactions and traffic from platforms like Instagram and Facebook.
Up next
Up next
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