Did Cetaphil’s Web UX doing well?
When you land on a website, what would attract you to stay?
Yes, you are right. A great website is more than a pretty face. It combines high-quality content, aesthetics, and simplicity. It’s user-centered, ensuring that the structure and navigation make logical sense and are not annoying. It serves a purpose, tells a compelling story, and ultimately achieves the business objective — sales or brand awareness. When done right, the website becomes a powerful tool that attracts and converts visitors into loyal customers.
All these are called UX.
So, how can we make a good UX website?
Let’s analyze this with a real-world example: Cetaphil.
Known for its gentle skincare solutions, Cetaphil has positioned itself as a brand that understands the needs of sensitive skin. The website reflects this ethos with a clean, calming design that aligns with its brand identity.
There are three prominent strengths of the Cetaphil website:
- User-Centered Design: Cetaphil’s website is structured with a user-centered approach, offering an intuitive and accessible layout that makes navigation simple and enjoyable. The clear categorization of products and skin concerns ensures that users can quickly find what they’re looking for without confusion. This alignment with user needs improves the overall browsing experience, leading to higher engagement and satisfaction. Research shows that user-centered design principles can significantly reduce bounce rates and increase user retention.
2. Clear Conversion Path: The website strategically uses clear calls-to-action (CTAs) that guide customers through the purchasing journey. Whether it’s directing users to specific product categories or encouraging “But it”, the site ensures that every interaction has a defined goal. This structured conversion path reduces friction and cognitive load, which are critical factors in improving conversion rates and customer satisfaction.
3. AI-Powered Product Recommendations: Cetaphil’s AI function enhances the customer experience by offering personalized product recommendations based on individual skin types and concerns. This feature helps users quickly identify the most suitable products, thereby accelerating decision-making and reducing the time spent searching for information. Personalized recommendations have been shown to increase the likelihood of purchase, with studies indicating that 80% of consumers are more likely to buy from brands that offer tailored experiences.
But they could do better in Visual Storytelling.
While the Cetaphil website provides a clean and user-friendly experience, it could benefit from incorporating more dynamic visual storytelling elements. Adding high-quality videos or interactive graphics that showcase real-life testimonials, product application tips, or behind-the-scenes insights into product development could deepen the emotional connection with users and convey the brand’s message more effectively. Visual storytelling not only captures attention but also helps in creating a memorable and engaging experience, which can lead to increased brand loyalty and higher conversion rates. Studies show that 64% of consumers are more likely to purchase a product after watching a video about it, highlighting the potential impact of this improvement.
In conclusion.
A well-designed website can be the difference between a visitor and a customer. By focusing on user needs and business goals, a website like Cetaphil’s can create a satisfying, productive user experience that drives sales and builds brand loyalty. Ensuring that every element — from design and content to interactivity — works harmoniously to tell your story and achieve your objectives is the ultimate goal of good UX design. And when done right, it’s a win-win for both the user and the business.
