Optimising User Experience to Drive Lead Capture and Sales
The Sliding Door Company specialises in custom interior glass door solutions across the USA, Canada, and Asia. Given the tailored nature of their products, the website needed an effective lead capture strategy to generate quote requests from potential customers. I was engaged to audit and wireframe the homepage and quote request form, addressing key pain points to enhance user engagement and significantly improve form completion rates.
My role
UX Auditing / UX Wireframes
UX Auditing / UX Wireframes
Form Wireframing: Bland Enquiry Form to Value Proposition Reinforcement
USP / Benefits Included: Ensured key value propositions, such as unique features and benefits, were prominently displayed near the form to clearly communicate the product's value.
The quotation process outlined: Outlined the quotation process clearly, ensuring users understood what to expect, which greatly improved transparency and managed user expectations effectively.
Leveraged Social Proof: Incorporated customer testimonials or success stories directly on the form to build trust and credibility, encouraging users to take the next step
Segmented User Types for Personalisation: Added a user type selection (residential or commercial) to the enquiry form, enabling tailored communications and providing a personalised experience from the beginning.
Homepage Wireframing: Leveraging Company Assets for Engagement
Above-the-Fold Space: Optimized to immediately highlight the product, brand, key benefits, and value propositions, ensuring visitors quickly grasp the unique offerings and are encouraged to engage.
Strategic Call to Actions (CTAs): Clear CTAs that provide users with distinct choices, guiding them seamlessly toward exploring products, requesting quotes or further site actions.
Enhanced Social Proof: Added trust info to the header and customer reviews further down the page, strategically placed to build trust, demonstrate product or service quality, and encourage conversions.
Customer Type: Multiple paths to guide customer type (commercial and residential) highlighting products and services for each segment
Results: 210% increase
The updated design was implemented on the website by the Sliding Door Company's in-house design team and A/B tested against the original control version.
My proposed variant, informed by comprehensive UX auditing and strategic wireframing, led to a significant breakthrough.
The new layout resulted in a 210% increase in form completions and lead captures. This substantial uplift demonstrates the effectiveness of a user-centered approach and data-driven design decisions, directly enhancing user engagement and conversion rates.
My proposed variant, informed by comprehensive UX auditing and strategic wireframing, led to a significant breakthrough.
The new layout resulted in a 210% increase in form completions and lead captures. This substantial uplift demonstrates the effectiveness of a user-centered approach and data-driven design decisions, directly enhancing user engagement and conversion rates.
