In this case study, we will see how the digital redesign of United Kitchens enabled:
- a 38% improvement in its conversion rate,
- a 50% reduction in navigation abandonment,
- an optimized user experience for its two key audiences.
Discover the website here: www.unitedkitchens.fr
United Kitchens is a company that combines gastronomy and event planning, offering unique culinary experiences. It stands out with a triple positioning:
- A high-end catering service, designed to meet the demands of major corporations such as BNP Paribas, Société Générale, Monoprix, and others, organizing corporate events and seeking exceptional services.
- The rental of Château de Nanterre for events, a unique venue available to companies and organizers looking to provide an extraordinary setting for receptions, seminars, and gastronomic events.
- A collaborative space for independent chefs, offering access to professional kitchens where artisans can experiment, produce, and share their expertise.
Despite this rich offering, their digital presence did not reflect the diversity and excellence of their services. Their communication was spread across two separate websites, leading to visitor confusion and a 40% decrease in conversion rate.
The absence of a unified platform also made it harder for their main target audiences to clearly understand their positioning.
A dual target, a strategic challenge
United Kitchens faced a particularly complex challenge as they catered to two radically different audiences:
- Large corporations and event organizers looking for exceptional venues and services.
- Independent chefs and artisans seeking a collaborative environment and opportunities to grow their business.
We designed an immersive and structured digital experience, allowing each audience to instantly connect with the offered services and subconsciously grasp United Kitchens’ core values: excellence, sustainability, and collaboration.
Tangible results through an immersive redesign
Thanks to this redesign, United Kitchens achieved:
- A 38% increase in conversion rate due to a more intuitive navigation.
- A 50% reduction in abandonment rate on key strategic pages.
- A stronger perception of their expertise among large corporations, who finally understood the full scope of their offering from the very first interaction.
To achieve these results, our approach was built on three key pillars:
- An optimized structure for a smooth and intuitive user journey.
- The integration of neuroscience principles to captivate users.
- A visually immersive and interactive experience that drives engagement.
Structuring to attract and convert
- An intuitive architecture: Navigation must be smooth and logical. A poorly structured site can lose up to 50% of visitors within seconds.
- An optimized user journey: Every page should tell a story and naturally guide the visitor toward the desired action.
- A deep understanding of client challenges: Before any redesign, it is crucial to identify what visitors are truly looking for and their unconscious expectations.
Neuroscience and cognitive captivation – the art of engaging users
Attention is a valuable resource on the web. On average, a user spends less than 15 seconds on a standard B2B website. To capture attention and make a lasting impression, we applied neuroscientific principles:
- Dynamic appearance effects to pace navigation and boost engagement. Micro-interactions increase brand recall by 200%.
- An interactive storytelling approach on the “History” page, turning potentially tedious content into an engaging experience. Immersive storytelling can increase time spent on a page by 70%.
- A gamified recruitment page based on a key neuroscience principle: the “Three Yes Rule.” By highlighting common motivations of recruits and encouraging repeated clicks, we increase the likelihood of action by 50%, rather than passive scrolling.
Creating an immersive experience that leaves a lasting impression
- Visual immersion: Color choices, typography, and layout that convey the brand’s DNA without unnecessary words.
- Storytelling-driven design: Every interaction enhances the experience and makes the visit more engaging.
- Strong emotional connection: Websites that create emotional resonance have a conversion rate up to 2.5 times higher.
Common pain points for B2B companies regarding their website:
- Low conversion rate: An informative but impersonal site fails to turn visitors into prospects.
- Lack of differentiation: Standing out from the competition is challenging.
- Confusing navigation: Poorly structured services create frustration and lead to potential customer loss.
- Outdated design: An aging brand image can hinder trust from new partners.
- Low user engagement: Visitors don’t interact, don’t remember the offer, and don’t return.
Why this approach is a game changer for B2B
- Experience matters as much as information: An immersive site goes beyond showcasing an offer—it engages, tells a story, and creates an emotional connection.
- Decision-makers are human too: 74% of B2B buyers prefer interacting with companies that provide a smooth and enjoyable user experience.
- Emotion drives engagement: An immersive approach increases conversion rates by 40% on average and strengthens brand awareness.
United Kitchens is a perfect example of how a well-designed redesign can transform a fragmented digital presence into a seamless, engaging, and unforgettable experience. Because in the end, whether in B2B or B2C, what truly matters is speaking to humans—and captivating them.