/ ES
Research | UX Analysis — 2023 —
\ Branca
Navigation, performance, and landing experience analysis to improve user journey and conversion.
The website presented navigation issues, slow loading times, and a low conversion-oriented structure, making it difficult for users to access information and complete key actions.
Goals
Architecture
Centralize navigation under a single domain
Mobile
Improve mobile browsing experience
UX
Enhance audience analysis and understanding
Analysis
The analysis was conducted by evaluating user behavior across the digital ecosystem, including both the main website and product landing pages.
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Assessed
Overall site navigation and landing structure • Accessibility of information throughout the user journey • Performance and loading times (mobile and desktop) • Integration between landing pages and the main site • Device usage and audience behavior • Information architecture and navigation consistency
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Identified
Most sessions originate from mobile devices, yet landing pages are not optimized for this context, negatively impacting the browsing experience • Navigation between landing pages and the main site is limited, fragmenting the user journey and reducing conversion opportunities • Performance issues on mobile directly affect the fluidity of the experience • The navbar structure contains excessive information and does not effectively support user navigation
Key points
Mobile issues
A large portion of traffic came from mobile devices, but landing pages were not optimized for this context.
Lack of integration
Landing pages operated in isolation, without a clear connection to the main website.
Inconsistent navigation
Overloaded and unclear menus made content exploration difficult.
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Proposal
A key opportunity was identified in connecting landing pages with the main website and store, transforming navigation into a continuous, conversion-oriented flow.
Integrate all landing pages under the main domain • Design consistent navigation across sections • Prioritize a mobile-first experience • Create clear paths to the store to drive conversion
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Conclution
The analysis revealed that, although Branca’s digital ecosystem has multiple entry points through its landing pages, they do not function as an integrated system, resulting in a fragmented user experience.
Addressing these issues would significantly improve user experience and increase lead generation.