CX Best Practices Report

27 Best Practices that help you improve your Digital Customer Experience
 Foreword
Before you lies the latest edition of the Best Practices report. A document chock-full of the very best examples in CX from our sales studies in 7 different
industries.

Every day, consumers go online in search of products or services. What kind of Biggest benchmark
experience do they have on the websites they encounter? In this Best Practices CX Best All these customer experiences and assessments are entered into our database. Their
Practices report, their experiences are described. On the CX theme, elements from the scores form the basis for the WUA Benchmark. This way, companies can compare the
WUA Digital Sales Model - Look & Feel, Offer, and Brand - consumers respond to open digital customer experience on their domains with the WUA benchmark at an industry
and closed questions. After an analysis performed by our senior researchers, we at WUA level - so compared with competing companies - but also with companies from other
then distill the best practices. industries. This makes it possible for a SIM Only provider to learn from a good example
found elsewhere - from the Insurance Industry for instance.
The Best Practices in this document were written by our researchers based on more
than 100 online orientation studies we conducted - and are therefore based on digital Learning from the best
customer experiences of thousands of consumers. The Best Practices of, for example: Learning from the best to help you create your own progress, that's what we at WUA
ANWB, ENGIE, Inshared, KPN, Univé, Greenchoice, and Toyota describe certain believe in. You don't have to reinvent the wheel: looking at what someone else is
elements of customer experience such as overview, use of color, the best way to set up already doing well, and learning from this, helps you grow faster.
your home pages, trust, clever tactics of online enticement, and much, much more!
On behalf of the entire WUA team, we wish you good reading and inspiration. We're
Continuous customer experience studies looking forward to your feedback!
The studies in customer experience in various industries and sectors are conducted
several times each year. Both in the Netherlands and internationally we initiate studies
in various industries: Automotive, Banking, Energy, Retail, Telecom, Travel, Insurance, Klaas Kroezen Henk Kroezen Daan Tames
and Recruitment. Co-founder & CEO Co-founder Managing Director
klaas.kroezen@wua.nl henk.kroezen@wua.nl daan.tames@wua.nl

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 What did we base these best practices on?

The Numbers
110 18 55 8,8 26,538
studies countries companies customer satisfaction respondents

3
 Content (1/2)
Foreword 2 CX Theme: Offer 17
Content (1/2) 3 Hypotheker.nl puts need for information at the heart. 18
Content (2/2) 4 Hypotheek24.nl instantly shows what the product is and what the brand is. 19
Research approach
ASNBank.nl provides simple choices and continually mentions sustainability aspect. 20
What is a Best Practice? 6
Digital Sales Model 7 Unive.nl is instantly relevant and only shows important information. 21
Symbols 8 Inshared.nl immediately presents its offer. 22
Greenchoice.nl intertwines product with design. 23
Rabobank.nl makes most important information stand out. 24
CX Theme: Look & Feel 9
KPN.nl distinguishes the offer using visual cues. 25
ENGIE-Energie.nl uses relevant and functional photos. 10
Toyota.nl keeps a clear overview of car models and their calculation tool. 26
Rabobank.nl has calm house colors and only uses orange for accentuation. 11
SainsburysBank.co.uk provides exactly the right amount of detailed information. 27
ANWB.nl and Unive.nl score high on look & use of image, with different approaches. 12
Belsimpel.nl helps consumers make a choice. 28
KPN.com provides a clear overview through use of color. 13
ING.nl clearly places the most important information on its compact pages. 14
ENGIE-Energie.nl scores with easily legible texts and clear language. 15
ING.nl has a broad, legible tool that offers all relevant information. 16

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 Content (2/2)
CX Theme: Brand 29
Nuon.nl presents itself as an expert in energy. 30
Rabobank.nl presents a clear ‘Why’. 31
ANWB.nl is strong in trust and sympathy. 32
Rabobank, despite being a large organization, comes across as likeable and personal. 33
Interpolis.nl proves its expertise with Reviews. 34
ENGIE-ENERGIE.nl puts the ‘regular Joe’ at the heart. 35
Rabobank.nl always reachable; creates trust, ensures high expectation of service. 36
Greenchoice.nl uses website to stress the sustainability aspect. 37
ASNBank.nl comes across as likeable thanks to calm website. 38

About WUA 39
Contact 40

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 Research Approach
1. Consumer searches for, and visits, a website.

2. Based on their first impressions (within 30

seconds) the visitor determines whether or not
to continue or to choose a different website.
1
3. Next, the consumer closely studies the
website, creating an image of the offer and the
company behind the website (brand). The
website’s look, the ease with which one finds 2
the right information, and the technical
operation of the website all influence the
image one gets in terms of offer and brand.

4. Based on offer and brand, the visitor

3
comes to a final assessment of the
website. This process is repeated 4
times, after which the consumer can
choose which website they would
prefer.

5. Consumer makes a choice by

4 4
4 4
4 44
comparing the evaluations of
the various websites. They then
choose the website with the
highest assessment.

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 Best Practice?
At WUA, a Best Practice is a digital source of
inspiration that we found through our WUA
Benchmark studies. A Best Practice is a
substantiated success factor that will help you 1 Quantitative “A Best Practice is a substantiated
optimize the customer experience.
Rankings & Scores success factor that will help you
At WUA, we believe that looking at what
others are doing well (and learning from this) is optimize the customer experience.”
the best way to improve your path to excellent
customer experiences. Learning from the best
is inspiring, efficient, and speeds up your
growth.

The Best Practices in this document were

written by our researchers and are based on
the online orientation studies we conducted Best
in 2018. What approach did the winners
take, and what were the approaches the Practice
other high-scoring parties took at a
thematic level? What can you learn
from this? The Best Practices are 2 Expert 3 Qualitative
about overview, use of color, the
best way of setting up a home Review The ‘why’ behind scores
page, trust, smart tactics of online Researcher analyzes in open answers.
enticement, and much, much input & checks flows.
more!

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 Digital Sales Scan
At the base of every Digital Sales Scan® is the Digital Sales Model.
Findability Using this model, the details of the orientation process are mapped by means of a funnel (a simplified
version of the Digital Sales Model can be seen on the left).
In our studies, the achievements of a website are shown in one Digital Sales Score and a CX Score.
First
Impression Same approach in every study
The approach and set-up are the same in every study, thanks to this model. This makes comparison
between different websites possible. This allows us to see which websites are performing well and which
Continue ones are not.

Unique benchmark
The Digital Sales Scan is a unique benchmark that gives you a crystal clear view of your online performance
In-depth
as compared to the competition and +18,500 other websites. This makes WUA the largest online benchmark
of the Netherlands.

Order process

Preference

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 Index
The CX Best Practices report uses 4 icons.
These are used to indicate the various phases in the orientation, as well as the devices used by the
respondents in the online study.

First Impression
Based on the First Impression of a website, potential customers are asked to decide whether or not they think
they would continue exploring the website. The First Impression is expressed as a score that is actually a
cumulation of the scores on Look & Feel, Offer, and Brand.

In Depth
If the consumer decides to continue searching and comparing products on the website, more in-depth
questions are asked, divided by themes. For the Look & Feel theme, during the phase of searching and
comparing, it’s about facilitating the visitor in making a choice and making them feel like they’re making an
informed decision. At the Offer step in this In Depth phase, it’s important for providers to offer a gradual
decision process and to find a balance between offering too many or not enough choices (Paradox of choice,
Schwarz). In the first phase (First Impression) a general ‘good feeling’ is created by a trustworthy party. In the
next phase (finding information and comparing)it is important to confirm that feeling or even to strengthen it.

Desktop or Smartphone
Our studies are conducted on desktop and/or smartphone. The best practices are always based on one of
these two devices.
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 LOOK & FEEL
In the WUA Digital Sales Scan, Look & Feel is one of the most important themes. But: what do we mean by
Look & Feel?

What is Look & Feel?

By Look & Feel of a website, we mean the technical operation of the website and the way the products and
services are shown.
Does the way the website works make sense? Can consumers find the most relevant information at a single
glance? Does the website look attractive to the visitor? These aspects are important to consumers and are
often crucial in making a final choice for a product or service.

High scores in Look & Feel

Digital domains that perform well in Look & Feel all have in common that they find a balance between
showing relevant information and leaving out superfluous information. Additionally, these websites offer the
visitor a short path to where they want to go – where the offer relevant to them is located – that takes only a
few clicks.

Functional design
In terms of design, websites that receive high scores from consumers tend to be mostly functional. Beautiful
photos are definitely appreciated by consumers, but only when relevant to the product category the consumer
is looking for.

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 Best Practice: ENGIE-Energie.nl uses relevant and functional photos.
ENGIE-Energie.nl scores highest on attractive look in the May
2018 study on energy contracts and manages to immediately
make clear to visitors what the page is about. The relevance is
high.

4 11. A striking orange button on the homepage clearly

functions as a starting point for the visitor. The same goes
for the button for the app. The use of color enables ENGIE-
1 Energie.nl to steer the visitor’s attention in a way that’s
not blatant.
22. The customer assessment panel is interactive, which draws
the visitor’s attention. The meters slowly fill as the
customer scrolls past. Again, attention is steered in a calm
way. Images are consistent with the topic.
1 3. In the orientation phase, visitors scan the page. The texts
3 on ENGIE-Energie.nl’s pages are short, with clear headers,
and supplemented by images or videos. This increases the
scanability of the pages, making the most important
1 information stand out quickly.
3 44. Engie talks about what their products generate: the app
2 gives you a handle on energy, the smart thermostat helps
you reduce cost.

The appearance of the website appealed to me instantly

3 4

✔“Beautiful website. Sleek design, with a few personal

The appearance of the website is appropriate for the images, and not too much fuss around it.”
product I am looking for
✔“Nice to look at, with cheerful colors and photos.”
✔“A lot of attention to sustainability.”
✔“Pretty pictures and lots of colors, makes it look friendly
and user-friendly.”
✔“Legible and clear. Good layout.”

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 Best Practice: Rabobank.nl has calm house colors, only uses orange for accentuation.
In the study on Mortgages (November 2018), Rabobank.nl
scores highest in look on First Impression. What does
Rabobank.nl do well?

11. The Rabobank.nl design is experienced as calm, thanks to

the minimal use of orange. The pages are predominantly
1 white/blue, which makes the site look professional,
3 without losing the Rabobank look.
22. By only making the calls-to-action orange, the website
remains clear and easy-to-use. The consumer can
distinguish the more important buttons from the less
important ones.
33. The pictures on Rabobank.nl provide a good balance with
with the text and make the website look lively.
44. Rabobank.nl manages to make all images, figures, and
videos legible and visible even on smaller smartphone
screens.
55. By placing text behind fold-out menus, Rabobank.nl
manages to inform without filling the pages with
immediately visible text. The most important information
can be seen instantly. Details are easily accessible.

2 5

✔“Layout has a very clear overview. Nice colors,

white and blue and orange.”
✔“Obviously Rabobank, comes across well.”
4 ✔“Good use of color, inviting.”
The appearance of the website appealed to me instantly
✔“Professional look.”
✔“Clear, clarified with figures, quick response.”
✔“Clear overview, clear text and images.”
✔“Not a lot of superfluous text.”
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 Best Practice: ANWB.nl and Unive.nl score high on look & use of image, with different approaches.
ANWB.nl and Unive.nl have completely different approaches to
make their websites look attractive, according to the Car
insurance study from March 2018. ANWB.nl keeps its header
images, while Unive.nl removes them and continues in a
minimalist manner.

1.
1 On desktop, ANWB.nl scored high on look and use of
images. The company decides to use the same approach
on smartphone. The image is relevant and sympathetic.
3 2.
2 The characteristic use of color of ANWB.nl is not very
1 contrasting, as opposed to the colors on Unive.nl. The soft
yellow, soft blue, and off-white blend into each other and
4 are calm to the eyes. Text is shown in several shades of
blue.
33. Unive.nl chose to remove the header image entirely. This
makes the page shorter and leaves more blank space.
Visitors assess the Unive.nl page as very calm, with a clear
2 overview.
44. With cartoon-style images, Unive.nl manages to create a
cheerful, entertaining website. ANWB, on the other hand,
uses photos and the color yellow to make the website
more cheerful.
55. Visitors describe both websites as being professional.

ANWB.nl
✔“Nice images and beautiful colors.”
✔“Looks nice. Feels like vacation.”
The visuals (e.g. pictures/icons) on the website appeal to me The website looks attractive (the appearance of the whole website)

Unive.nl
✔“Cheerful and professional.”
✔“Looks professional, not too busy, not too loud.
Calm look.”

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 Best Practice: KPN.com provides a clear overview thanks to its use of color.
KPN makes clever use of color in the search for a telecom
package (February 2018) and the photos positively
contribute to the customer experience.

1.
1 With the white-green-blue color scheme, KPN.com has a
calm, proper look. The website suits the brand KPN.com
and is familiar to the consumer.
2. Thanks to the calm color scheme, calls-to-action and
2
headers are easily visible. This makes the page easily
1 scannable for important elements. Well-organized
composing page: per product element, first content, then
price.
3
3. KPN.com has placed distinctive icons near the USP, making
them stand out, and complement the text.
4.
4 The offer, too, is supported by visuals – from basic blue to
the more premium black. Additionally, the internet speed
meter fills, clearly showing the consumer which package is
more high-end.
2

3
2 ✔“Proper, almost old-fashioned, I love it."
The appearance of the website appealed to me instantly ✔“No blatant, attention-grabbing elements on my
screen.”
✔“Calm look, with an instant clear overview of
headers."
✔“Lots of icons, minimalizing text, and offering a
clear overview.”
✔“Clear overview of the separate packages."

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 Best Practice: ING.nl clearly places the most important information on its compact pages.
ING.nl ranks highest in First Impression Look & Feel in the
WUA study on Home Insurance (February 2018). The website
especially distinguishes itself through its look, use of images,
and with short pages that are easy to navigate.

11. ING.nl uses clear boxes with header, image,

1 information, and links. At a single glance, it’s obvious
1 1 which information belongs where.
22. Navigating through the offer is simple, because the
home insurance options are presented in a clear,
distinguishing way. The visitor has three clear options.
33. Efficient transfer of information in boxes makes the
pages compact, almost eliminating the need for
scrolling.
4. The pictures help visitors get an image of the insurance.
3 4 At a glance, the content clearly shows that home
contents insurance covers the objects inside your
home. The images don’t take away information, but
add information instead (relevance).

4
The appearance of the website appealed to me instantly
2

✔“Calm-looking site, clear boxes.”

✔“Clear, you can find what you’re looking for
immediately.”
✔“(...) everything is grouped together.”
✔“Recognizable, clear, well-organized.”

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 Best Practice: ENGIE-Energie.nl scores with easily legible texts and clear language.
In the May 2018 study on energy contracts, ENGIE-
Energie.nl shows they have a characteristic way of
presenting information that works well for visitors.

1.
1 The texts have a high legibility, thanks to the left
alingment and the 60-70 characters per line. For the
1 visitor, it is easy to read and easy on the eyes.

21. The language used is clear without being too business-

like or too playful. Communication is clear and
professional.

1.
3 It’s always clear what the text is about, because of the
combination of header, text, and image. The
proportions of text and images are appreciated.
1
The text on the website is easy to read

✔“Easy to read, easy on the eyes.”

✔“Fine proportions of text and images.”
✔“Clear texts.”
✔“Font size, text layout, navigation.”
3 ✔“Good, informative texts.”
✔“Professional, clear communication”

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 Best Practice: ING.nl has a broad, legible tool that offers all relevant information.
Tab Basisberekening Tab Uitgebreide Berekening ING.nl scores above average in the study on mortgages
(April 2018) in simplicity and overview. The tool is easy to
1 understand thanks to its design and language.

11. In its calculation tool, ING.nl uses tabs for offering

information. This characteristic ING style makes it easy to
navigate and keep a clear overview, as only the
information behind the tab changes. The rest of the page
1 remains the same.
22. The elaborate calculation adds value to the calculation.
ING.nl’s elaborate calculation asks about privacy-sensitive
information, such as debt and current mortgage situation.
The information filled in clearly affects the mortgage,
making it worthwhile for the visitor.
33. In the calculation screen, visitors can immediately set the
mortgage type and the duration of the fixed interest rate.
This doesn’t require additional steps/new pages.
44. ING.nl explains why certain information is required. It
4 explains, for example, that age is used to calculate the
retirement age. This way, the tool takes people by the
hand.
2
3

2 ✔“Simple, therefore easily legible, don’t have to search.”

✔“Simple navigation. Info simple and clear. The best fit for
the ‘common’ man in my opinion.”
The website uses clear language ✔“Professional, yet with a friendly, polite voice.”
✔“Competent, effective, but still knows how to keep its own
personal schwung towards the customer.”
✔“It uses reasonably easy language and functionality. For
someone new to searching, I’d recomend this one.”

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 OFFER
An offer includes everything to do with a provider’s product or service. This is not just the number of products
and corresponding prices, but also about how easy it is for the visitor to find the options relevant to them. ​

Immediately after arriving on the website, the thoughts that the visitor forms– the idea that the products
they're looking for can be found here - need to be confirmed. In the Car Rental Malaga study, Rentalcars.com
stresses you're at the right place by repeating the words 'rental car' a few times, showing the logos of rental
companies, showing a picture of a car, and a picture of the Malaga beach. Visitors instantly know what they
can do on the page.

A good website helps the visitor

A good website helps the visitor make the right choice from the offer. A good example is Zorgkiezer.nl. The
comparison site has developed its own value for money score - based on price, coverage, customer evaluation,
and freedom of choice. It then presents its search results based on this value system.

Gradual choice process​

For providers, it is important to provide a gradual choice process - finding a balance between too many
options and too few. A broad offer seems attractive at first sight, but could cause the consumer to lose
perspective and feel overwhelmed.

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 Best Practice: Hypotheker.nl puts need for information at the heart.
Hypotheker.nl manages to clearly present the right
information (calculating a mortgage) on its pages. The
consumer instantly knows they’re in the right place. What
does Hypotheker.nl do well in the study on mortgages in
April 2018?

4 11. The homepage immediately shows the calculation tool.

It is the most noticeable element on the page. To
consumers, the clear loans and costs can be calculated
here immediately: an important customer question.
22. The orange color makes the tool the most striking visual
aspect on the page.
33. Hypotheker.nl welcomes the consumer with a short but
sweet introduction of De Hypotheker and explains what
De Hypotheker has to offer to consumers. By filling out
the calculation tool, consumers receive the best deal -
which is the result of a comparison of several providers.

3 44. Alternative starting points of the customer journey are

easy to navigate through the menu at the top of the
page.

2
✔“You can get started right away: fill out your income,
price of the house you’re interested in, and voilà, it
immediately shows what you need, and what your
I was able to find the most important information in just a few steps
monthly payment will be approximately. Very pleasant,
and not overwhelming.”
✔“You can get started almost immediately: fill out income
4 and age – click a button and it works”
✔“The website offers little to no superfluous or distracting
information, and from the get-go, it’s incredibly practical,
well-organized, and to the point”
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 Best Practice: Hypotheek24.nl instantly shows what the product is and what the brand is.
4 Hypotheek24.nl gets high scores on Offer in First Impression
(study Mortgages April 2018). What does Hypotheek24.nl do
right?
1
1.
1 At the top of the page, Hypotheek24.nl immediately
explains what it is that they do – they offer the best
mortgage online. Letting the visitor choose from 26
providers, the visitor can instantly decide how relevant
this is for them.
2
2. The visitor can instantly calculate their mortgage. With
this, Hypotheek24.nl answers the most important
customer question. There is also the option for visitors
to get an impression of the way Hypotheek24.nl works.
3.
3 Directly below, the visitor is convinced through social
proof, discounts, and verifiable customer evaluation.
4
4. Below that, Hypotheek24.nl makes it clear they’re 100%
independent (USP), giving an overview of the mortgage
rates at the providers. They list all the providers they
2 work with.
5
5. Hypotheek24.nl answers all the important customer
questions in only a little bit of scrolling - offering an
impression of costs and quality through social proof.

3
✔“Clear image when opening the website. Instantly
clear what to click on.”
I saw little unnecessary information
3 I found all the information I need in order to make a good decision ✔“It’s immediately clear who they’re working with.”
✔“Clear what it’s about. Not too much fuss.”
✔“Lots of information guiding the way.”

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 Best Practice: ASNBank.nl provides simple choices & keeps mentioning sustainability aspect.
ASNBank.nl scores high in the First Impression in the WUA
study on savings accounts (January 2018). Especially in terms
of showing the offer in a simple and clearly defined way.
1
1.
1 ASNBank.nl has a calm website with its characteristic
own style. This style is consistent throughout the offer,
adding clarity.
5
2
2. Four products are shown, clearly framed. Visitors only
have to make a few choices, so they don’t have to think
5 about the path they need to take.
33. The product page of Savings has a similar set-up. There
are only three products to choose from. With 4 ticks,
the site succinctly outlines what the product consists of.
The visitor is on the right track, and can request more
information.
44. ASNBank.nl puts the customer’s need at the heart. The
customer is there for a savings account, and that’s
exactly what ASNBank.nl shows. No more, no less.
55. On every product page, ASN presents itself as the
ultimate climate bank, where sustainable saving is
2 possible. No matter the product the visitor chooses, it’s
clear it’ll be a sustainable one.
3

I was able to find the most important information in just a few steps
✔“The introduction immediately paints a clear picture of
the ASN Bank. Savings options are easy to find. I’m also
curious about the green character the bank has.”
It is clear what this website has to offer me
✔“Clear, savings were easy to find, contribution to a better
world.”
✔“Gorgeous homepage with clear style and calm set-up.”
✔“Not too much text or too many images at the same time,
clear menu.”

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 Best Practice: Unive.nl is instantly relevant and only shows important information.
In the study on Car insurance (March 2018) Unive.nl shares
first place on relevance and prioritizing the most important
information on smartphone. What does Unive.nl do right?

3 11. The landing page opens with a calculation tool,

immediately answering an important customer
question.
22. The home page shows the complete offer, with all
characteristics for each type of car insurance. The
2 visitor doesn’t need to use the menu.
33. The ‘calculate your premium’ button is right below
every offer, so the visitor can instantly calculate the
premium for the right product.
44. The information is offered in layers. At first glance,
there’s an easily scannable overview of the offer. The
‘more information’ button leads the visitor to a page
with in-depth information and additional insurance.
4 55. The pages are calm and the colors are soft. There isn’t
much visual static, ensuring that the most important
elements stand out.

2
1

✔“Cheerful and professional.”

✔“Looks professional, not too busy and loud. Calm
look.”
It was immediately clear that this website contains information that ✔“Well-organized website. Nice color combination,
is relevant to me
not too busy.”

4
22
 Best Practice: Inshared.nl immediately presents its offer.
Inshared.nl manages to present a clear offer in the studies on
Car insurance (March 2018).

11. Inshared.nl immediately presents its offer. Without

needing to scroll down, the visitor can see which types
of car insurance Inshared.nl offers.
3
22. The comparison table offers an overview with the most
important elements of each type of insurance. The
consumer can compare them at a single glance and see
their differences.
33. The ‘More info’ button leads to a new page with
detailed information. This keeps the homepage
succinct, displaying only the most important
4 information.
44. The table with in-depth information places additional
2 info behind tabs. The consumer can easily and quickly
navigate through. Here, too, pages are short and well-
organized.
55. Overall, Inshared.nl makes good use of the space on the
pages. The pages feel spacious, and texts and tables are
easy to read.

It is clear what this website has to offer me ✔“Immediately shows info abour car insurance.”
✔“Shows clear overview of options on the first page.”
✔“Coverage easily visible, extra info, and chat option.”
✔“Immediate overview of what’s offered.”
✔“Beautiful layout, clear categories, good offer.”
3

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 Best Practice: Greenchoice.nl intertwines product with design.
The WUA study on Energy contracts (May 2018) shows that
Greenchoice.nl presents a clear offer to the visitor. Design
and product are intertwined. What does Greenchoice.nl do
right?
4
1 11. The website breathes green: all details and buttons are
green. The large header images and headlines are green
and relevant to the product.
22. On the homepage (an even greener page)
Greenchoice.nl explains what green energy is and
where it comes from. It’s a message aimed at
convincing visitors to choose green. It strengthens the
green message.
1 33. Greenchoice.nl leaves no room for doubt. ‘Make the
earth greener’ refers to the calculation tool. The
calculation tool, again, mentions ‘Calculate your green
energy costs’. To the visitor, it’s clear that
Greenchoice.nl only provides green energy.
44. Greenchoice.nl actually follows through with their
message, as started in the search results; it’s consistent
in its message to the visitor.
4

It is clear what this website has to offer me

✔“Show important information, and color fits with green

energy (good combination).”
✔“Clearly focused on alternative energy.”
✔“The offer is clear and simple, and there are good
options for whichever kind of sustainable energy is
preferred.”
✔“Well-organized: it immediately says ‘calculate your
green energy costs.’“
4 ✔“Green suggests environmentally friendly.”
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 Best Practice: Rabobank.nl makes most important information stand out.
In the free orientation on Mortgages (April 2018), Rabobank
scores highest on relevance and knows how to make the
most important information stand out. What does
Rabobank.nl do right?

1 11. Rabobank.nl offers many different products and the

mortgage page is easily found from the homepage.
3 22. Rabobank.nl has a clear landing page with important
offer elements centralized, such as the calculation tool
and information on mortgages. The calculation tool is
4 not hidden behind a link, but is immediately visible on a
page. This leads to high scores in the ‘no hidden
surprises’ category.
33. The icons ensure the offer is presented clearly. The
consumer has a few clear starting points on the website
that visually stand out.
4.
4 The characteristic style with which Rabobank.nl
2 presents the most important customer journeys is
retained from the homepage to other pages. The
3 consumer can continue to move around easily and has
1 a certain degree of support: the pictograms help in
navigating the page.
2

✔“The numerous links to banking products and

communication options are clear and can be viewed on 1
It is clear what this website has to offer me I do not expect to encounter any hidden surprises single page.”
✔“Instantly clear where to go if you’re looking for
mortgages.”
✔”Comes across as professional and is easy to navigate.”
✔“Relevant things available instantly: mortgages, process of
buying a house, and interest.”
✔“Clear, no hidden surprises.”
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 Best Practice: KPN.nl distinguishes the offer using visual cues.
KPN.nl is the number one in the WUA study on complete
packages (april 2018). To make it as easy as possible for
visitors, KPN.com makes sure the packages are visually
presented in a unique way.

11. The website offers guidance in choosing by pointing out

to the visitor which type of package is the most
popular. This helps people who are in doubt.
The website is professional 22. Visually, the differences are obvious. Icons with a
number of TVs and 4K, as well as a bar to indicate the
1 Internet speed.
33. KPN.nl guides the visitor to the most elaborate (and
most expensive) package with dark, full colors.
2
3 44. The final package can serve as a ‘decoy’. By presenting
an additional offer at a higher price, the third offer
4 becomes more attractive.
55. KPN.com makes clever use of different fonts and colors,
making texts easily scannable.
66. KPN.com deliberately does not show any Euro symbols.
These symbols are associated with costs, and prices
without the Euro symbol are subconsciously felt to be
cheaper.

✔“Clear packages, clear icons, you can see quickly

5 where to look.”
✔“It’s well-organized. The colors are pleasant. The
packages are presented in a nicely organized
way.”

26
 Best Practice: Toyota.nl keeps clear overview of car models and calculation tool.
Calculation tool - edition
1
3 33.
It is clear what this website has to offer me
Calculation tool – compose
5 44.
Toyota.nl scores highest on In Depth in the theme element
Offer (82-point average) in the study on Private Lease in May
2018.
11. Toyota.nl limits the number of steps, offering a smooth,
organized track.
22. Visitors do not have the option of ordering separate
accessories. This has the added advantage that people
reach their final choice of which private lease car to
choose from, faster.
For every model, two to four versions are available. This
limits the choice overload, and makes it easier for
visitors to figure out the differences in price and
product specifications.
Toyota.nl only asks visitors once to choose from a list of
variables, such as the contract duration and the number
of claim-free years.
55. Handy: by showing all of the variables on a single
screen, visitors immediately see the impact on the
monthly premium.

I expect to find a product that suits my requirements here

✔“Sufficient offer in separate price ranges, and can be

3 adjusted to one’s own preferences.”
✔“Sufficient options of customizing the car to my own
I do not expect to encounter any hidden surprises preferences.”
✔“Several price ranges and service, something for
everyone.”
✔“Lots of choice, and easy to assemble.”
✔“Multiple possibilities, everything is explained well.”

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 Best Practice: SainsburysBank.co.uk provides exactly the right amount of detailed information.
SainsburysBank.co.uk is the highest-scoring bank in terms
Homepage of Offer in the In Depth stage (Credit card study). They
succeed in creating a balance between offering important
information early on and obtaining more information later
6 - if and when the consumer has a need for more.

Landing pages
5a 11. The advantages of the credit card are clearly listed.
6 7
22. The most important extras are clearly shown.
5a 33. Terms & Conditions are displayed clearly for those
visitors that feel the need to read them.
5b
44. Clear titles and easy-to-read text.
1
55. Contact options clearly shown (5a). Opening hours
are communicated clearly so consumers don’t need
5b to search for them (5b).

66. More information for anyone who wants it, in case

visitors don’t understand the way it works.

2 ✔“Well designed, easy to use, clear information.”

✔“I like the fact that you can click on clear tabs to
where you need to go and you don’t have to wade
3 through information not relevant to your needs.”
4 ✔“Very modern. Easy to follow and has the necessary
information.”

28
 Best Practice: Belsimpel.nl helps consumers make a choice.
3 22.
2 4
1 with more details. By placing information in a slide-out
I found all the information I need in order to make a good decision
29
Belsimpel gets the highest scores on Offer in the In Depth
stage (Sim Only study, April 2018). What does Belsimpel.nl
do better than the others?
1.
1 On the homepage, the visitor chooses a product which
is then specified depending on the demand for data and
minutes. With these choices, the site starts a search for
providers.
For data use, Belsimpel.nl links a type of user to the
amount of data. That way, even users with less feeling
for data are able to make a choice. For instance: 500mb
for someone who doesn’t frequently use mobile
internet.
33. The visitor can choose the offer that is best for them:
recommended, cost, data, or the subscription with the
most minutes. Visitors can easily return to the search
filters filled out earlier, if they’d like to make changes.
44. Belsimpel.nl provides a clear summary or the product
with its most important characteristics.
55. The ‘more information’ button opens a slide-out menu
menu, visitors can easily scroll through the extensive
offer and request more details as desired.
5 ✔“Clear overview of options on the first page.”
✔“Coverage instantly visible, extra info and chat
option.”
✔“Immediate overview of what’s being offered.”
The product offer suits me
✔“Beautiful layout, clear categories, good offer.”
 BRAND
A consumer who wants to buy something online, wants to feel as though the party behind the website is
trustworthy - and will do what they promise to do. In order to be taken seriously, as a provider, a
brand/provider needs to meet two requirements:

1. Do as you say
Make sure there are no contradictions in the way your company presents itself. That means the Look & Feel,
the Offer and the Brand of your website have to complement each other seemlessly. Successful brands on the
internet have a consistent, credible, relevant, and clear promise.

2. Be open to contact and dialogue

A brand has to make clear that it takes good care of its customers. A part of this is being open to contact and
dialogue: the brand has to be reachable. This is expressed in easily accessible contact options, among other
things.

These two elements both affect trust. Trusting that you’re not paying too much, that you can always expect
good service, that the company practices what it preaches, and that there are no hidden surprises. Customer
reviews also play an increasingly important part in this. Social Proof elements lead to higher trustworthiness.
After all, if so many people like it, it’ll surely be okay.

30
 Best Practice: Nuon.nl presents itself as an expert in energy.
In a study on Energy contracts (Mei 2018), Nuon.nl is
perceived by visitors as the most professional and
knowledgeable company. What does Nuon.nl do right?

11. Nuon.nl is seen as a very informative website.

1 Nuon.nl uses interactive buttons to link to
information about the separate energy sources.
Making a choice is easy.
22. Using the buttons, the visitor finds pages filled with
information about the energy source in question:
information about generating (sustainable) energy,
what the advantages are for each source, and how
Nuon.nl uses the source.
33. Nuon.nl uses clear pictures to explain rather
complicated information in a simple way, making it
1 visual and understandable. Nuon.nl presents itself
as an expert in energy.
3 2 44. The fact that Nuon.nl exudes expertise, breeds
trust. Visitors know what Nuon.nl has to offer: a
professional, knowledgeable partner.

2 The company behind this website makes a professional

3 impression

✔“Comes across as trustworthy and

knowledgeable.”
✔“Projects expertise and confidence, so you’re not
The company behind this website seems knowledgeable expecting any hidden surprises.”
✔“A lot of information, yet a compact website with
real-life examples.”
✔“Contains relevant information for me.”
✔“I found all information I need to make an
informed choice.”

31
 Best Practice: Rabobank.nl presents a clear ‘Why’.
Rabobank.nl scores highest in all brand elements in the study
on Mortgages in April 2018. Rabobank.nl caters to the
uncertainty experienced around the product of mortgages: a
mortgage is a complicated high-end product.
1
1.
1 The ‘Why’ of Rabobank.nl can be found throughout the
entire website. Rabobank.nl lets you borrow money
with a sense of peace: you’ll live financially sound, now
and in the future.
1 2.
2 With only 1 click, the visitor is taken on a step-by-step
plan, in which Rabobank.nl takes the visitor by the
2 hand. This is the most important customer journey,
which takes the customer through all important
information - including the calculation tool. The effect is
that Rabobank.nl looks professional, as well as friendly:
Rabobank.nl makes it easy for its visitors.
33. Rabobank.nl has a sympathetic ‘Tone of Voice’ that the
bank uses to show it understands the consumer. Buying
a house is thrilling, it’s about milestones, dream homes,
3 and reaching goals together with the bank.
4
4. Rabobank.nl presents itself as partner of the consumer
by providing the right information, making the process
easy, speaking the consumer’s language, and relieving
3 uncertainty.
1

2 ✔“Rabobank is a good bank for the regular Joe, but is also

The company behind this website makes a professional
The company behind this website seems knowledgeable
impression
trustworthy, which is what speaks to me the most.”
✔“It’s all explained very clearly. That inspires trust in me, I feel
that I’m in the right hands with this bank.”
✔“When they’re presenting the right information this clearly, I
feel they’ll help me honestly and fairly.”
✔“Trustworthy, understands the customer’s thoughts.”

32
 Best Practice: ANWB.nl is strong in trust and sympathy.
In WUA studies, ANWB.nl is one of the strongest in all
parameters of the Brand theme. It is the winner of the Car
insurance study (April 2018) for the tenth time in a row!
4 ANWB.nl invests in its visitor, inspiring confidence and
sympathy.

11. Messages and texts on ANWB.nl have a personal

framing or tone of voice: “You’re never in this alone”.
This makes the company look less distant and business-
like, and more likeable.
22. The image used has a positive effect on visitors, who
2 describe the website and brand as ‘warm’. The image of
a father and his daughter is likeable and cheerful. The
image is also functional: the eye of the visitor is drawn
to the image.
3 33. ANWB.nl offers its visitor help in many ways. They can
ask questions, chat with employees, and the search bar
is prominently placed.
44. ANWB.nl even offers additional service with an up-to-
date traffic meter, as well as a route planner. Although
1 these features are not directly relevant for car
insurance, it does add to ANWB.nl’s friendly character.

3
✔ANWB inspres confidence. Very Dutch
organization, has been around for decades.”
✔”Trustworthy, likeable, professional.”
✔“ANWB is a large, well-known company, I liked the
image on the car insurance page, it feels familiar.”
The company behind this website seems sympathetic
✔“Photos are attractive and cheerful. Makes you feel
like going for a ride.”

33
 Best Practice: Rabobank, despite being a large organization, comes across as likeable and
personal.
In the study on Home insurance (March 2018), Rabobank
wins all the Brand categories. The company isn’t just viewed
as professional and knowledgeable, but also as likeable.
What does Rabobank.nl do right?
2
11. Rabobank has built a good name for itself in finance -
which has a positive effect on all Rabobank products
and services.
22. The search bar on the homepage is prominently placed
2 and is introduced with the friendly message: “What can
we help you with?” Right next to the search bar, more
options for contact and help are presented.
3 33. Rabobank inspires a friendly, trustworthy feeling in
customers and in visitors. It approaches visitors and
customers in a friendly, helpful manner. The message
Rabobank.nl sends is: “Let us help you, because
damages are awful enough.”
5 44. Rabobank shows the MoneyView product rating as
proof of external confirmation of its quality.
55. Aside from external confirmation, Rabobank shows
customer reviews on the page. Rabobank.nl doesn’t just
show the customer rating, but also how this rating
came to be. This social proof adds to the trust people
have in the company.

2
4 ✔“Trustworthy Rabo feeling.”
The company behind this website makes a professional
The company behind this website seems knowledgeable
impression
✔“Rabobank makes me feel safe, they know our
financial situation.”
✔“Personal service.”
The company behind this website seems sympathetic ✔“(...) you can instantly chat with an employee
online.”
✔“(...) first bank you contact.”

34
 Best Practice: Interpolis.nl proves its expertise with Reviews.
3 4 Interpolis.nl is seen as the most professional and friendly
brand in the study on Home insurance (Februari 2018).

11. The Interpolis.nl homepage has calm, non-contrasting

1 colors. This sharp design makes the website look
professional.
22. Interpolis’ message comes across as friendly: ‘focus on
what’s truly important’ and ‘insuring everything isn’t the
2 solution’.
33. Next, the consumer can navigate the information with 4
buttons: what’s truly important? Your family, your
vacation, your car, your home?
44. Interpolis.nl presents itself as an expert by providing
information on possible danger and risks beneath each
3 theme.
55. Interpolis.nl gives its consumers several pieces of advice
for preventing problems. The advice is appreciated,
affirming Interpolis.nl’s position as a friendly company.
66. Certifications and customer reviews add to the expertise
and professionalism of Interpolis.nl as external validation.

2 6
5
The company behind this website seems knowledgeable

6 ✔“Beautiful photo, professional.”

✔“Clear website, (...) looks professional.”
✔“Gives advice on how to prevent damage.”
The company behind this website seems sympathetic ✔“Well-organized, friendly.”

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 Best Practice: ENGIE-ENERGIE.nl puts the ‘regular Joe’ at the heart.
ENGIE-Energie.nl scores highest in attractive look in a May
2018 study on energy contracts and knows how to clearly
The appearance of the website is appropriate for the product I
am looking for
inform visitors what the page is about. This translates to a
high score on relevance.

11. The ‘regular Joe’ hanging from the window next to a roof
filled with solar panels closely corresponds to the topic of
energy. The image instantly tells the visitor what to
4 expect on the page.
22. All content under the header is about energy: it’s about
green energy, solar panels, and electric charging stations
for cars. All information is relevant and corresponds with
1 energy. The images also fit the subject.
33. ENGIE-Energie.nl has made the images even more
functional by letting the man in the window point at the
3 button that says ‘Click here to receive a quote’.
44. The images feel ’real’. It’s about the regular Joe that’s
concerned about sustainability.

✔“Beautiful website. Sharp layout, with a few

4 personal images and not too much fuss.”
✔“Fun to look at, with cheery colors and pictures.”
✔“Lots of attention to sustainability.”
✔“Pretty pictures and lots of color, makes it look
friendly and user-friendly.”
3

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 Best practice: Rabobank.nl always reachable; creates trust, ensures high expectation of service.
Rabobank.nl receives the highest scores on ‘Service
expectation’ in the study on Mortgages in April 2018. What
I expect to receive good service with this company does Rabobank.nl do right?

1.
1 Rabobank.nl puts many different contact and help
options in its tool for the consumer. Contact options are
shown both at the top of the page and at the bottom.
The consumer instantly knows they are in the right
place to find answers to questions about mortgages.
2.
2 There are multiple ways of getting in touch: chat, video
chat, the App, Twitter, Facebook, and phone.
1 3
3.
3 Contact is made personal by posting photos of the
service staff. On top of that, consumers have the option
on Rabobank.nl to chat with an expert (such as a
mortgage broker) instead of with service staff.
4.
4 The chat was tested twice and functions well. The
response time is fast, the contact is friendly, and the
answers are satisfying.
3 4

✔“To be able to chat right away when you have a

question.”
2 ✔“You can make an in-depth mortgage calculation here,
and you get very clear explanations. Very interesting!”
✔“Inspires trust in me, and I expect good service.”
✔“Good customer service: trustworthy, knowledgeable
staff.”
2

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 Best Practice: Greenchoice.nl uses website to stress the sustainability aspect.
The green message of Greenchoice is intertwined with
Greenchoice.nl: the entire website portrays their goal and
mission, according to the study on Energy contracts (May
2018). By making use of external confirmation, the message
2 is believable, too.
1
1.
1 Greenchoice.nl places external validation on its website,
such as certifications and studies. It serves as proof for
the claims the company makes about sustainability and
Greenchoice.nl’s green character.
2
2. Greenchoice.nl shows on its website which collaborations
it has with other green companies, and what this
collaboration means in terms of their mission: a greener
world.
3 3.
3 Greenchoice.nl gives advice on how the consumer can
contribute to a green energy product by reducing one’s
own consumption. The reducing of one’s own energy
consumption isn’t exactly advantageous to the company,
but does fit its mission. Greenchoice.nl appears to say
that the mission is more important than the company.
4.4 The origine of all energy sources can be traced. This offers
3 additional certainty to the consumer that the product
actually is what they promise it to be.

✔“The offer is entirely green. The website proves this."

4 ✔“They’re passionate about nature, which is why they
I believe the company will deliver on the promises made
choose green energy."
on this website ✔"Is actively committed to green energy."
✔“The company is clear in the presentation of their options
and goals, and is obviously proud of this. Info seems
3 honest and objective.”

38
 Best Practice: ASNBank.nl comes across as likeable thanks to calm website.
ASNBank.nl scores high in the First Impression in the WUA
1 study on Savings accounts (Januari 2018). Especially when it
comes to the simple and quick presentation of their offer.

1.
1 ASNBank.nl has a calm site with a characteristic own style.
This style is consistent throughout the offer, creating
clarity.
2
2. Four products are shown, clearly boxed. Visitors only need
to make a few choices - they don’t have to think about the
5 entire path that needs to be taken.
3.
3 The Savings product page has a similar layout. There are
only 3 products to choose from. With 4 ticks, the page
shows what the products consist of. The visitor is on the
5 right track, and can request more information as required.
4.
4 ASNBank.nl centralizes customer’s needs. The customer is
exploring a savings account, so that’s what ASNBank.nl
shows. Nothing more, nothing less.
55. On every product page, ASN presents itself as the ultimate
climate bank, where you can save money sustainably.
Regardless of which product the visitor chooses, it’s clear
it’ll be sustainable.
2

The company behind this website seems sympathetic

✔“The introduction paints a clear picture of ASN
Bank right away, and the savings options are easy
to find. I’m also curious about the bank’s green
character.”
✔“Clear, savings products are easy to find,
contributes to a better world.”
✔“Gorgeous homepage with a clear style and calm
layout.”

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 About WUA
Herengracht 252
NL - 1016 BV Amsterdam • Established in 2008 by online entrepreneurs Klaas & Henk Kroezen.
Tel: +31 (0)20 531 97 10
wuaglobal.com • 35+ employees and experts in digital & benchmarking.
• Growing international organization, active in 18+ countries.
• Fully focused on digital orientation & service customer journeys.
• Specialized in helping companies become and stay #1 • WUA initiates independent research.
in digital experience. • The result: unique database with 26,000+ evaluated sites & apps.
• High-tech usability research lab in the heart of Amsterdam.
• 100% focus on digital experience benchmarking of • Inventors of the Web Service Scan® and the Digital Sales Scan®.
acquisition, service & retention customer journeys. • Customers we are proud to work with:

• The results show what (potential) customers actually

experience.

• You can use the insights to substantially raise your

sales and loyalty, and lower your costs.

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 Team & Contact We’ve worked on this CX Best Practices with great pleasure.
If you have any questions, please contact us:

Herengracht 252
NL - 1016 BV Amsterdam
Tel: +31 (0)20 531 97 10
www.wuaglobal.com
Klaas Kroezen Henk Kroezen Daan Tames Steffan Hartzema Boris Kugel Mitchel Wubben
Founder & CEO Founder Managing Director Research Expert Head of Industries Retail, Head of Industries
Travel & Insurance Automotive & Banking
klaas.kroezen@wuaglobal.com henk.kroezen@wua.nl daan.tames@wuaglobal.com Steffan.hartzema@wua.nl boris.kugel@wua.nl mitchel.wubben@wua.nl

Stephanie van Bommel Elizabeth Wemmenhove Matthijs van den Broek Dries Smulders Roos Rieu Talitha La Macchia
International Research Researcher & Online Expert Head of Thought Leadership Inbound Marketing Specialist Marketing Expert Digital Researcher
Manager

stephanie.van.bommel@wua.nl elizabeth.wemmenhove@wua.n matthijs.van.den.broek@wua.nl dries.smulders@wua.nl roos.rieu@wua.nl Talitha.la.macchia@wuaglo

l bal.com

Richard van Rijswijk Saskia Stavenuiter Laura Folkers Laura Winters

Digital Researcher Data Assistant Design Expert Content Marketeer

richard.vanrijswijk@wua.nl saskia.stavenuiter@wua.nl laura.folkers@wuaglobal.c Laura.winters@wuaglobal.com

om

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