Brief
Bercail Chic & Déco is a unique decor boutique where every object tells a story of travel and human encounters.
Despite strong positioning and a loyal customer base, the brand faced a significant challenge: its website struggled to convey its value proposition to new visitors and generated almost no organic visibility. Bercail needed a strategic perspective to transform a beautiful story into a high-performing digital experience.
Goals
Creating the conditions for the site to become a real growth driver, and not just an online catalog
The project aimed to improve the user experience to better communicate the brand's DNA, to identify and activate under-exploited conversion levers, and to establish a multichannel visibility strategy (SEO, social media, newsletter and advertising) adapted to the realities of an ambitious small business.
Tools and partners
Complexity and challenge
Showcasing a brand with strong emotional value to visitors who are not yet familiar with it
The main challenge lay in the gap between Bercail's rich narrative and what the site managed to convey. New visitors didn't quickly grasp the concept, traffic was heavily reliant on word-of-mouth, and the site suffered from over 1000 technical SEO issues that limited any organic discoverability.
Approach
Starting with data to build a coherent strategy, from the first click to purchase
The analysis combined a heuristic UX/CRO evaluation, an in-depth review of available analytics data, and a technical SEO audit. This approach helped identify friction points at each stage of the customer journey and formulate concrete recommendations, prioritized by their impact and effort level.
Solution
A comprehensive 12-month action plan, structured into three progressive horizons
Maze delivered a detailed UX/CRO analysis covering value proposition clarity, navigation, conversion levers, and product experience, accompanied by a comprehensive four-pronged communication strategy: SEO, social content, newsletter, and advertising. All of this is supported by a prioritized roadmap and clearly defined KPIs to drive growth over time.
Results
A good eCommerce strategy isn't a luxury, it's what separates a nice store from a brand that's truly growing
Bercail leaves with a solid plan, clear priorities, and all the tools to move forward with confidence. Attracting the right customers, converting better, investing smarter: the foundation is laid. We wish them success commensurate with their mission.