SAMSUNG - CONVERTING B2B
How does data become design decisions that actually move conversion?
When data tells you where the friction is
Samsung B2B France had a conversion problem and the analytics made it visible. Users were landing, hesitating, and leaving without signing up. Our mission: understand where the experience was breaking down, and fix it without breaking what was already working.
Research first, recommendations second
Working alongside a data analyst, a project manager, a UI designer and development teams for A/B test implementation, my role was to interpret user behaviour data and translate it into actionable UX recommendations. We combined quantitative analytics with qualitative user interviews to understand not just where users were dropping off, but why including how they perceived Samsung B2B versus B2C, and what was preventing them from converting.
Understanding user behavior
0%
of users do not understand the added value of purchasing on the business site.
"The site is too cluttered with too many options. I don't understand what is included or not, and it doesn't make me want to buy."
0%
Some users believe the site is intended for individual consumers.
"I don't see the difference between a professional site and a consumer site."
0%
Of users would be unlikely to make a purchase on this site.
"I don't see how these products would be useful in a professional environment."
If we clarify the B2B offer, highlight its exclusive benefits, and simplify the decision-making and login process, then users will better understand the value of the platform, feel more confident in their choices, and engage more easily, leading to higher conversion and retention.
Targeted interventions, not a redesign
Samsung France operates within strict global guidelines, every recommendation had to be carefully scoped and feasible within those boundaries. We worked across the entire site, navigation, product pages, key conversion touchpoints, each intervention informed by a specific user insight. The approach was iterative: hypothesise, design, test, analyse, repeat.
The benefits of Samsung Pro Shop
We undertook a major revamp of the website to help users better understand the value of the B2B platform. This included improving the overall information architecture, enhancing the UI, and clearly highlighting the benefits and key features throughout the user journey.
Improve the navigation use
Objective of this test was to facilitate user navigation and highlight the fact that is a profesionnal space with it's own advantages. We restructured the navigation to make the user journey more seamless.
Results
+6% Click on navigation
+8,5% Click on register/Log In
+16% Click on search bar
Developp the product page
Rethink of this page more as a configurator to streamline the user experience and facilitate the progression inside the page
The numbers moved!
Our research-driven approach translated directly into measurable improvements across the site. Each targeted intervention contributed to a stronger conversion funnel and the client confirmed the results were there. Small interventions = real results!
Want to see the full process? The research findings, wireframes and A/B test specs? Let's chat instead!
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