In the Night Out in France study, CinemasPatheGaumont.com's website offered the best customer experience. Consumers indicated they could easily find the information they needed and that the information was clearly displayed. Here's how Pathe Gaumont's website does this:
Outperforming all other websites in navigation and information
Pathe Gaumont's website clearly shows its broad range of options. The menu is limited and the absence of a dropdown menu prevents visitors from having too many options to click on. This creates a clear and organized overview. Not only is the broad range of options easily accessible, but the ordering process is too. One consumer describes: "the process is smooth and accessible; you can even select your preferred seat".
"Call it what it is": navigation made easy
Pathe Gaumont makes navigation simple by creating a smooth menu that uses just a few keywords. The menu headers are clear and self-explanatory: 'cinemas', 'films & events', 'cinepass', 'offers', and more.
Visual materials helpful in decision-making
Once the consumer proceeds to selecting 'films', the website shows various photos/images of movies currently playing in cinemas. This visually appealing filter option makes information easy to find and navigates customers through the purchase process in an exciting way.
Smart use of color
Color is an important visual cue. Green clearly means 'proceed' or 'available' and red means 'stop' or 'not available'. Pathe Gaumont's website reflects this in the final step of their purchase process where the customer selects a seat in the cinema. They use recognizable color coding (green for the seat you've chosen, yellow for available seats, etc.) in their purchase form.
The website uses a calm color scheme. The simple color coding of black and white with some additions of yellow makes certain things, like the movie posters, stand out. The few yellow accents draw the eye to various 'next' buttons. This helps guide consumers to all elements that are important on the website: how to reserve a seat and which films the website offers.
