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.

Services provided:
User Experience Design

Project Background

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 Strategy

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.

Results & Stats


Bounce rate reduction


Increase in quote requests

>1.5 million

Ads served


Users driven to site


Telephone calls made


WhatsApp clicks


Form completions

Results & Stats

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.