Best practices XXL
15 brands that turn every micro-decision to their advantage
Five dimensions of website experience
Every website visit is a series of micro-decisions.
Do I trust this brand? Does the price feel fair? Do I understand what's on offer? Can I find what I need on this page? Can I get to the right page easily?
If the answer is no at any point, the visitor is gone.
These five questions represent five of the seven dimensions in the WUA Customer Experience Model. The other two, Appearance and Technical Functioning, we leave aside here: this ebook focuses on the dimensions where content, structure and page layout make an immediate difference.
Together, these five dimensions cover the experience from first impression to final click. Get them right and visitors move through your site with confidence. Get one wrong and it doesn't matter how strong the rest is.
For each dimension, we look at real examples from brands in the Dutch market: what they do, why it works and what you can learn from it.
Brand perception
What visitors think of your brand influences conversion
Visitors form an impression of your brand in the first few seconds, long before they weigh up a product. That impression decides how much of the rest they're willing to trust.
Brand perception is shaped by everything around the product: how you communicate, how recognizable you feel, what your reputation signals, and the value visitors sense before they've compared anything. These signals tell a visitor whether this is a brand worth trusting with their money and their time.
A promise only counts once you deliver on it
Plenty of brands make claims. The brands that really take away doubt back up every promise with concrete proof: reviews, quality marks, awards won, or photos of the people behind the service. Proof turns a slogan into something a visitor can believe.
Strong perception lowers perceived risk
When a brand feels credible, the fear of making the wrong choice fades. Visitors relax, trust rises, and they're far more likely to move forward. A positive brand perception raises the odds of a purchase.
Let's look at three brands that build perception well, each in their own way.
Lead with your service promise
Revolut puts its service commitment front and center.
Revolut.nl
The promise stated up front
Right in the hero of the bank account page, Revolut mentions 24/7 customer support alongside the account details. It reads as a core part of the product, not a footnote.
A contact page that delivers on the tone
The contact page opens with "We're here to help you, 24/7" and follows through with clear sections: chat directly, ready-made answers, and what to do if something looks suspicious. The tone stays warm and action-oriented throughout.
Multiple channels, easy to find
From in-app chat in over 100 languages to a direct link to the support team, visitors can see exactly how to get help and pick the route that suits them.
"High Trustpilot score and 24/7 customer service."
"It's easy to get in touch with customer service."
"They think about the customer."
Create a brand motto, then back it up
InShared leans on a brand motto people already recognize (“We all benefit”), and substantiates it right there on the page.
InShared.nl
An established motto
Years of consistent branding mean the "We all benefit" motto is already in visitors' minds. The brand starts the visit with recognition already on its side.
USPs surfaced, then substantiated
The USPs sit near the top in a visible spot, and they're repeated and expanded in the "Why you should get our car insurance" section. Spelling them out makes them feel real and verifiable, not just claims.
A path to the full story
A link leads to more on the benefits, the brand's values, and the product's characteristics, for visitors who want the complete picture.
Put social proof front and center
To build trust during online orientation, GoossensWonen.nl makes heavy use of social proof.
GoossensWonen.nl
A standout Trustpilot score
Trustpilot is a well-known review platform, and with the green accent on the stars, the rating catches the eye.
Customer reviews on the product page
For many pieces of furniture, customer reviews are also directly readable on the product detail page.
A row of recognized trust marks
By lining up several independent endorsements, GoossensWonen borrows credibility from names visitors already trust. Each one answers a different doubt, reassuring faster than any claim the brand could make about itself.
"You see the sofa from different angles and also in an interior setting, for example."
"The customer reviews help to get a clearer idea of what's on offer."
"Wide range; detail photos; reviews are a clear plus."
Price perception
A price is judged on the value around it
Visitors don't react to a number in isolation. They react to what the number seems to buy them.
Price perception is shaped by how well a page communicates value for money: how transparent the costs are, how clearly the benefits sit next to them, and how your price reads against what visitors expect to pay elsewhere. The same amount can feel expensive or like a steal, depending entirely on what surrounds it.
A price with no context creates doubt
When a number stands alone, visitors have no way to tell if it's fair. They default to comparing it against the cheapest alternative they can find, and if nothing on the page gives them a reason not to, they leave.
Clear value makes price secondary
When visitors can see exactly what they're getting and why it matters, price stops being the deciding factor. People are willing to pay more when the value is obvious. A well-framed price does most of the convincing.
Three brands show how it's done, each turning price into a reason to buy.
Get the price advantage across early
Independer puts three financial reasons to stay right on the landing page, before a visitor weighs up anything.
independer.nl
Free extra coverage
Free extra coverage is surfaced immediately, so the sense of getting more lands before the price does.
A visible saving
A concrete savings amount, "save an average of €369 per year", shows visitors what they stand to gain, not just what they'll spend.
Value promises that remove doubt
Three reassurances sit right below the hero: a complete offering, clear information without tricky fine print, and compare and save. Together they frame the experience as transparent and on the visitor's side, which makes the price feel fair before it's even shown.
"Free theft and physiotherapy coverage."
"Seems to point out that they have the best price."
"Certainty of the lowest price with the best terms."
Put the deal up front
Vattenfall makes the financial benefit the first thing a visitor sees, and keeps it visible.
Vattenfall.nl
Two ways into the offers
From the start, visitors see two clear entry points: a consumer hero and a business energy form with a prominent €400 bonus badge. The deal is the first thing they meet, whichever route they take.
Discounts baked into the product titles
The discounts are displayed directly in the product titles, not hidden in fine print. The financial benefit is the first thing visitors read when scanning their options.
Headlines that frame cost as investment
Large, benefit-led headings at the bottom reframe spending as a smart move.
"It feels like I'm being helped right away on the site."
"They're big and not likely to go under. Good prices, quick overview of what the prices are."
"Saving tips, comparing prices."
Make a higher price feel worth it
Interpolis charges more, yet communicates value clearly enough that the premium still feels justified.
Interpolis.nl
Guarantees before price
The hero opens with "Sure of your care with crystal-clear guarantees." By the time visitors scroll to the price cards, the value conversation is already underway.
Crystal-clear guarantees
The page spells out exactly what you get: a care coach, next-day reimbursements, sleep improvement tips, a second opinion. Each line answers "what's in it for me."
Value that justifies the premium
When the two packages do appear, they sit below a page that has already made the case. The price reads as confirmation of value, not as a question to be defended.
"The guarantees they mention (reliable) and the price is good too."
"Clear explanation, good deals and a reasonable price."
"The company does a good job of getting into the price-quality comparison."
Product offer
A good product offer is one visitors can actually grasp
Visitors want to understand what you offer and whether it fits them, fast. A strong product offer makes that effortless.
It's not only about the quality of what you sell. It's about how clearly you present the choices and options, and the tools you give visitors to make sense of them. Explanation, comparison, and guidance all do the same job: they turn a wall of products into a decision a visitor feels confident making.
Too many options with too little structure
When a page presents everything at once without helping visitors distinguish what matters, choice becomes a burden. Visitors start second-guessing, comparing endlessly, or giving up altogether. The more options, the more work the page needs to do for them.
Clarity is what turns interest into a choice
When visitors can quickly see what fits their needs, hesitation drops and they move forward. The best product pages don't just list what's available. They explain, compare, and guide, so the visitor's job shifts from "figure it out" to "confirm a recommendation."
Three brands show how it's done, each making their offer easy to grasp.
Lower the barrier, then offer depth
BrandNewDay makes supplementary pensions feel approachable by giving visitors an easy way in and as much depth as they want behind it.
BrandNewDay.nl
A starting point that does the work for you
The landing page opens with "Where do I start?" Instead of one generic overview, visitors identify themselves first and land on content that's already relevant to their situation.
Depth without complexity
The entrepreneur page breaks down "Pension in the Netherlands" into distinct audience blocks (DGA, zzp'er) and closes with clear solutions (saving or investing). Each block gives just enough to understand the basics, with room to go further.
Concrete examples that make it real
The rules-and-benefits page walks a visitor through a real calculation: a €3,000 deposit, a 35.75% tax deduction, and a €1,075 return from the tax office. Abstract advantages become a number visitors can picture in their own situation.
"I could find what I needed right away without having to scroll for ages."
"The website communicates clearly and in an accessible way about building up a pension."
"I can find plenty of information that helps me make choices. The menu is really handy too."
Answer the comparison question for them
FBTO lets visitors compare the basic insurances directly, right where the question comes up.
FBTO.nl
Comparison at the moment of doubt
The product page opens with three cards showing price and key coverage side by side. But right above them sits a "Need help choosing? Compare them." link. It appears exactly where hesitation is most likely.
From cards to a full breakdown
The comparison table expands what the cards only hint at. Every module, reimbursement percentage, and coverage limit is laid out row by row across all three packages. Visitors go from "these look similar" to "now I see why Basis Vrij costs more" without leaving the flow.
Differences you can scan
Checkmarks, crosses and short snippets of text make it quick to see what explains the price difference between the three basic insurances.
"You have a button to compare the basic insurance."
"They show the difference between the various options very clearly."
"They've thought carefully about the information density and the way it's presented."
Turn needs into the right package
Univé does the comparing for the visitor and hands back a recommendation.
Unive.nl
From "this is hard" to "done in 3 minutes"
The ZorgCheck opens by acknowledging the problem out loud: choosing the right health insurance is difficult. Then it immediately offers a way out. The promise of a result within 3 minutes sets a clear expectation and lowers the threshold to start.
Questions in the visitor's language
Each step asks one plain question. Where a term might be unfamiliar, a short explanation sits right below it. The visitor never needs to know insurance jargon to answer correctly.
A result you can check
The result page shows the recommended package alongside a best alternative, with the chosen answers clearly reflected. A visitor can trace how their input led to the recommendation. Those who prefer to discuss it further will find an appointment panel and a phone number directly next to the result.
"The offer is interesting and they have an online adviser who helped me."
"There's a 'ZorgCheck' that lets you work out online which insurance best fits your care needs."
"By making the choices I want in my package."
Scannability
Visitors skim before they read
Few visitors read a page top to bottom. They scan it, looking for the one thing they came for, and decide in seconds whether to stay.
Scannability is what makes that scan succeed. It comes down to the text, the layout, and the visual hierarchy: short copy, clear grouping, and a structure that puts the important things where the eye lands first.
Walls of content push visitors out
When everything on a page competes for attention, nothing wins. Long blocks of text, inconsistent layouts, and no clear entry point force visitors to work just to figure out where to look. Most won't bother.
Structure does the reading for them
When content is short, grouped, and visually prioritized, visitors find what they need without thinking about it. The page does the organizing so they don't have to.
Three brands show how it's done, each keeping their pages easy to scan in a different way.
Make the main thing impossible to miss
ANWB focuses attention on the key task and groups everything else so the page stays compact.
ANWB.nl
The main task jumps out
Choosing the travel insurance stands out instantly thanks to a contrasting yellow background, so it's immediately clear what matters most.
Grouped, not scattered
The supplementary coverages are tidily grouped in a dropdown menu instead of spread across the page.
Compact, especially on mobile
Opening a new coverage automatically closes the previous one, which avoids endless scroll and keeps the page easy to navigate on mobile.
"You find what you want to know very easily."
"Clear and concise, but you can also go straight to background information."
"Because everything is shown short and to the point, and if you want more info you just click on it."
Build navigation around how visitors think
Vattenfall guides visitors to the right topic quickly, with a structure that anticipates what they're after.
Vattenfall.nl
Logical menu structure
The menus are organized so visitors find the right section easily. The homepage offers main topics that don't overlap, and follow-up pages group related topics together.
A "Jump to" menu
This menu gives direct links to the most frequently requested topics, so common needs are one click away.
Search as a backstop
If a visitor's topic isn't in the menus, a search function is there to catch it.
"The menus are clearly marked, everything at a glance."
"Well-organized site with shortcuts right there at first glance. You quickly find what you're looking for."
"Information grouped together, and a menu with 'quick links to:' and then handy links to information."
Keep the structure tight, put depth one click away
FBTO gives a clear top-level overview and moves the detail onto its own pages.
FBTO.nl
A clear overview up front
The index page lays out the basic and supplementary coverages clearly, with the standard coverage explained on its own link-through page for extra structure and focus.
Short descriptions, deeper on demand
The supplementary modules get brief descriptions on the index page, with a click-through for fuller explanation.
Concise on top, depth underneath
This mix of a tight main structure and detail on a deeper level keeps the offer clear and easy to take in.
"It looks clear and well-organized with relevant information."
"Immediately clear what's included in the basic package and how you can switch modules on and off."
"Clear overview of the insurance. No big blocks of text."
Navigation
Good navigation gets out of the way
When navigation works, visitors barely notice it. When it doesn't, they notice fast, and they leave.
Navigation is how easily visitors find information and move between pages: logical click paths, clear buttons and links, and menus and search that actually help. Done well, people reach what they came for quickly, and the whole experience feels smoother for it.
Dead ends and detours cost you visitors
When a menu doesn't match how visitors think, or a click path leads somewhere unexpected, frustration builds fast. Every extra click a visitor needs is a moment they might leave instead.
Clear paths keep visitors moving
When the structure matches what visitors are looking for, they get there without thinking about how. The navigation disappears into the experience, which is exactly what good navigation should do.
Let's look at three brands that make navigation effortless, each in their own way.
Give one clear way in, with fast jumps once inside
VGZ speeds up orientation with an obvious starting point and in-page navigation that skips the scrolling.
VGZ.nl
A clear main entry point
VGZ opens with an overarching "All health insurances" entry, so visitors immediately understand where to begin their comparison.
In-page navigation that jumps
On the product page, in-page navigation lets visitors hop straight to basic, supplementary, or dental insurance in a single glance.
Less scrolling, faster answers
Together this cuts down scrolling and speeds up how quickly visitors reach the information that's relevant to them.
"Quickly clear what I want to find."
"Well-organized and easy to click through to the different options."
"The site is well-organized and everything is easy to find."
Make search feel like a conversation
InShared combines its search function with a virtual assistant that still manages to feel personal.
InShared.nl
A chatbot with personality
The virtual assistant uses a friendly character and a conversational tone to make what is essentially a search function feel more like asking someone for help.
Smart enough to help, honest when it can't
The algorithm either answers directly or routes visitors to relevant information on the topic. A simple feedback prompt asks whether it was helpful.
Two ways to self-serve
When a visitor clicks "no", the chatbot opens up an FAQ section and a list of contact options (Facebook, Twitter, and email), each with a clear response time. The visitor is never left without a next step.
Guide the orientation, don't rush the sale
ING structures its pages to inform rather than convert, which makes orientation easier for visitors who are still figuring things out.
ING.nl
Multiple ways in
From the homepage, ING offers several entry points to deeper information, each matched to a different need.
Inform first, convert later
Content is kept short and clear (the bite-snack-meal method) and aims to inform rather than push a conversion, which helps visitors get their bearings.
Advice that carries through
First-time financing seekers are clearly guided toward the right explanation or options, and the advisory, supportive tone continues on follow-up pages like Werkkapitaal.
"Well-organized, quick, and good that frequently asked questions are shown so you can search for answers in a targeted way right away."
"A user-friendly interface makes it easy to navigate the website."
"The website is easy to navigate, even for non-experts. Information is easy to find. The tool you fill in is super easy."
How to improve your website experience
Start with a critical look at how your site comes across across the five dimensions.
Pick one dimension and check it today Go to your own site, choose the dimension where you expect the biggest gain, and go through your site as a new visitor. The checklist gives you the questions you need to ask.
Prioritize on impact, not on effort Confusing navigation, a missing comparison tool, or blocks of text are pain points with a big impact, and often easier to fix than you'd think. Start where a small change reaches the most visitors.
Test with real people Your own perspective is a starting point, not the full picture. What feels obvious to you can confuse a new visitor. You'll only see that by testing with real people.
You don't build a strong website experience in one go. You build it step by step, in the places that matter most.
Brand perception
Does your brand promise appear early, before product detail, where visitors can't miss it? Do you back claims with credible proof (awards, reviews, etc) instead of just asserting them?
Are customer reviews visible where they shape both product and brand perception?
Are your USPs made visually distinct and repeated across the site, so they actually get noticed?
Price perception
Does the page show concrete benefits before or alongside the price? Are discounts, savings, or guarantees surfaced early, not buried further down the page?
Is there a clear, direct route to pricing, so cost is never something visitors have to hunt for? Do tangible guarantees or extra services make a higher price feel justified?
Product offer
Can visitors grasp what you offer quickly, with depth available for those who want it?
Is a comparison option available right where the question comes up?
Do visual cues (checkmarks, crosses, short text) make differences easy to scan?
Does a decision aid translate needs into a recommendation, not just another overview?
Does the offer stay transparent, showing how the recommendation was reached?
Scannability
Is your copy short, with fewer topics competing for attention?
Does the most important task stand out visually at first glance?
Is related content grouped together (through color or spacing) so blocks read as units?
Can visitors jump to common topics, with search as a backstop?
Does the layout stay compact and consistent, especially on mobile?
Navigation
Do visitors immediately see where to start, with entry points that match different needs?
Does in-page navigation let visitors jump straight to the section they need?
Does the structure inform and guide rather than rush visitors toward a conversion?
Is there a low-effort way for visitors to get help finding what they need, without leaving the page (e.g. a chatbot)?
Let's put your website to the test
You've seen how leading brands handle brand perception, price perception, product offer, scannability, and navigation. The real question is how your own website performs across all five, in the eyes of a real visitor.
In a short, no-obligation call, we look at where your visitors feel guided and where uncertainty or friction creeps in. You walk away with concrete, prioritized opportunities to improve.
Book a 30-min call
Merel Schouten Digital Research Consultant merel.schouten@wua.cx
WUA B.V. | Herengracht 252 | 1016 BV Amsterdam +31 (0) 6 422 885 73
