User journeys that Imagine Better

Improving user journeys to reduce drop-off rates

By conducting a UX review of Junkwize’s website, we were able to improve user journeys and create a more easy-to-navigate site.

The challenge.

By conducting a UX review of Junkwize’s website, we were able to improve user journeys and create a more easy-to-navigate site.

Junkwize is an eco-friendly rubbish removal and collection service. They were looking to improve the user journey of their booking process, which was overly complex and had increasing bounce rates. At the same time, they were also looking to enhance their digital marketing efforts and drive more leads through paid search activity.

Our response.

A UX audit and examination of the customer journey flow led to insights that informed new UX design decisions across all user journeys throughout the website.

This included conducting a heuristic website evaluation, focusing on the customer booking process. We examined each part of the experience and questioned its purpose in aiding a seamless user journey. This involved looking at industry standards such as clarity of messages and Call To Actions (CTAs), feature placement, user control and freedom and error prevention.

Throughout the evaluation, we aimed to highlight any points at which a user may experience friction and turn these into opportunities to improve the journey as part of our ideation and design process.

Our design changes included:

Once we had all the new UX recommendations in place, we accelerated our PPC activity, focusing on Junkwize’s priority service areas. Our Paid Media team investigated the best way to increase brand awareness in an extremely competitive industry, increase the number of business leads coming through the site and understand the change in consumer journey.

In order to increase our reach and serve ads across Google’s entire network, we launched a Performance Max campaign with core B2B messaging and targeting strategy in place. We immediately saw an uplift in traffic coming through to the site post-launch and then continued to build an ever-growing exclusions list to focus on as high-quality leads as possible.

Although our reach had significantly increased, we were still observing one very important trend—users were becoming less inclined to make a purchase straight away after landing on the site. Instead, they wanted to read about the company some more, potentially compare prices with competitors, and most importantly, get in touch with the team to discuss their options before committing.

To combat the above, we expanded our conversion actions. We again liaised with the UX team to introduce a new ‘WhatsApp’ feature (so that users can message the Junkwize team directly) and also track telephone calls.

  • 21%

    Bounce rate reduction

  • 29%

    Increase in quote requests

  • >1.5 million

    Ads served

  • >30k

    Users driven to site

  • 1,000

    Telephone calls made

  • >500

    WhatsApp clicks

  • 200

    Form completions

The impact.

Through a thorough UX audit and examination of user journeys, we were able to make practical changes to Junkwize’s site to improve user experience.

Through an ongoing and well optimised paid search strategy, we’re continuing to increase Junkwize’s overall impression share and enquiries. We’re working closely with the team to ensure that we’re generating relevant leads and optimising towards priority areas.

Passion Digital Ltd.’s responsiveness and high-quality work have helped them dramatically increase the client’s visibility. Their remarkable SEO skills are perfectly in line with the client’s social media strategies, and their deep understanding of the firm’s branding encourages ongoing engagement.

We’ve been looking at our visibility versus our competition, and we’ve done very well compared to other companies. In fact, we’re only chasing one company at the moment. Their excellent site traffic and SEO support as well as their understanding of how those metrics complement what we’re doing on our social media have helped us achieve our goals.

Overall, we’ve been truly impressed with the improvements they’ve made as well as the results of their work. As a result, we’ve recommended them to another company.

Kiran Noonan Managing Director

They really spent the time to understand the company when we first began working together. I’ve worked with a couple of SEO agencies over the last sort of eight or nine years, and a lot of the time, they’re very numbers-focused, which you would expect — the numbers dictate the content.

I think because Passion spent so long and put so much time and effort into understanding the business, the tone of voice, and our position in the market, they’ve provided a unique ability to marry a numbers-focused strategy with a content plan. It’s very much in tune with what we want, and it’s the kind of flavor we would expect — I personally haven’t experienced that with another organic search agency.

Dale Bray Digital Marketing Manager

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