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 evaluation of the website, with a particular focus 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.
Our aim throughout the evaluation was 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 that follows.
Our design changes included:
- Replacing the ‘Book Now’ button with the introduction of service CTAs, giving the user control and ensuring they were on the right customer journey. This sets the tone for the rest of the experience
- Repositioning the ‘Postcode finder’ from the homepage to the first page of each user journey to ensure that this information is only requested of the user once and only when necessary
- Adding Frequently Asked Questions to the main navigation – instead of at the bottom of each page – allowed users to access this information easily, decreased clutter and ensured users weren’t overwhelmed throughout the rest of their journey
- Introduced a ‘Chat now’ feature to the top navigation so the user is always able to refer to this at any stage in the user journey
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 first wanted to read about the company some more, potentially compare prices with competitors and most importantly, get in touch with the team first to discuss their options before committing.
To combat the above, we expanded our conversion actions and liaised with the UX team once again to introduce a new ‘WhatsApp’ feature (so that users can message the Junkwize team directly) and to also track telephone calls.