Parexlanko is the French brand of the company ParexGroup, the experts of industrial mortars in France since more than 30 years. Some major buildings were realized with their products, including the Arch of La Défense and the Stade de France. The company used to have two different websites: one for consumers and the other for professionals. CBA was selected to gather all the users in one an only website, more intuitive and aesthetic.
To understand better the user needs, several interviews were realized that identified « personas », typical profiles of potential users of the site Parexlanko. These archetypes raised the major problems related to the use of the website and thus the list of priorities to be reworked by CBA. The goal was to create a website that met the user paths in agreement with the values of the brand : modernity and simplicity.
The new website of Parexlanko proposes a double entrance (consumers vs professionals).
A new table of contents was also created to optimize the features of the website.
For the back office, CBA has created a toolbox to enable Parexlanko to develop its own contents internally in an agile and practical way.
Since this arrangement, the bounce rate has decreased a lot.