Pièces et pneus

Modernize digital ecosystem, optimize customer experience

The need

Modernising the digital ecosystem of Pièces et Pneus

Upgrade Pièces et Pneus’ digital ecosystem. The project started with overhauling the purchase funnel, before focusing on reworking the e-commerce website’s strategic pages. The biggest priority was optimising the customer experience and boosting the conversion rate via a mobile-first approach. The challenge here lay in identifying friction points with an impact on the conversion rate.

Comprehensive support for business performance

A CRO audit combining qualitative and quantitative analysis, plus a UX audit, and persona and user journey development
UX wireframes and user tests
SEO and log analysis: shows the rise in the number of pages that had their first organic visit over the observation period, identifying high-traffic pages, resolving errors, follow-up for a technical SEO action plan, drawing up an editorial strategy and producing SEO-optimised content
Selecting and setting up a GDPR-compliant analytics tool, creating a tagging plan and setting up tracking events
SEA campaign auditing, SEA strategy to optimise conversions, setting up a campaign calendar and providing support with Google Ads campaigns

The result

Strong growth in business performance

The redesign has improved the conversion path, aligning it with users' needs. Users have discovered more product pages from an SEO perspective, resulting in a significant increase in SEO visits to product pages and an improved path to conversion.

+149%

Number of indexable pages

+155%

Number of canonical pages

-98,5%

Number of non-index pages