After relaunching the Specac website, I was set a target of increasing the number of online conversions by 20%. We reached 112%.
By looking at the landing page of converting users on Hubspot, then their journeys on Google Analytics, we were able to map a successful experience end-to-end.
Finding pain points
We used heatmaps, behaviour funnels and page recordings on Google Analytics and Hotjar to observe those who didn't behave like converting users and generated unsuccessful experience maps.
We confirmed our findings by holding usability testing on the (now defunct) remote testing platform UserTest.io, where participants carried out tasks via screen-recordings and think-aloud via their microphone.
As a manufacturer of complex analytical instruments, Specac are required to offer bespoke quotations for the bulk of products sold. So conversions are mostly quote requests, not purchases.The original provision for converting customers was a single contact form.
Problems vs principles
We paired the usability issues with design and usability principles to provide clarity on our goals.
Show users what they need
A lack of product details across the website prevents users from feeling informed enough to make a commitment to convert by requesting a quote.
By forcing users to rely on memory to transfer product information from one page to another, the chance of potential abandonment is greater.
Save users time and effort
It should be much quicker and easier for a user to convert online, than leave their browser to send an email or contact us by phone.
Help users out of trouble
By having easy to find Call to Actions across various content, the user will find it easier to convert without potential errors.
Building the solution
We iteratively designed and screened versioned solutions in a staging server, before eventually monitoring the success on the live site. We are still tracking and tweaking to this day.
Insufficient product information
We grouped customer sentiment from CRM sales data, customer surveys and market research reports.
We established concrete 'value propositions' from this data for each product and shaped all website detail according to this information.
We added fields to product category pages (requiring additional CSS) to include distilled product features and benefits.
Users forget accurate product information when requesting quotes
We added Hotjar polls to every page, prompting users to convert without leaving that page.
We added a dynamic macro that autofills the 'product' field of the traditional enquiry form.
We added an ecommerce-style 'Quote Cart' feature to product pages. This remembers all products added to it, throughout a session. It is then checked out, sending all quote requests at once.
Users choose to ring or email to save time
The hybrid of options designed for requesting quotes provided ample alternatives to emailing or calling.
Users struggle to find CTAs
The Hotjar poll added a subtle pop-up prompt to every page.
We audited content across the site, adding bespoke CTAs inline.
The number of website quote requests increased by 112%.
The average value of enquiries from the website increased by 25%.
The success-rate of enquiries originating from the website rose by 150%.
Sales from website enquiries increased their share of all channel sales from 10% to 19%.
My thoughts & feelings
My main takeaway from this has been the importance of an efficient internal lead funnel.
Tracking conversions internally was really useful, to gain insight from which enquiries failed/succeeded and why.