All Out Design is a Dublin based creative agency that creates graffiti art and murals for businesses, ad campaigns and events. I worked remotely with the team to improve the conversion rate of their website. This included UX research, visual design and developing a prototype in react.
Analytics & Adwords data showed where traffic was coming from, where traffic was dropping off and a little demographic data. The form submission data, plus some interviews with management gave me an idea of what sort of requests were coming through and a little info about the customers themselves.
Many high value customers, like Jamie & Michelle needed to get costs approved by their boss or client. They were generally time poor, and had deadlines to meet. The current process was to fill out a contact form, and wait for someone to email back a price. We decided to focus our efforts on improving this interaction.
We believed that by providing business customers with an instant price estimate, they'd be more likely to present our services to their boss and ultimately more likely to use our services.
We could validate this by building a prototype and A/B test it against the existing site. If our assumption was correct, we'd see an increase in the number of qualified* leads coming through from the site.
*Customers with realistic price expectations, who are in a position to buy our product.
I created a flow chart of the questions the All Out team asked new customers and documented the impact various answers would have on price. We ran some past requests through the flowchart, tweaking it to closer match the estimates supplied by the team.
I built out the final prototype in react and hosted it on a separate server from the main site. I then set up an A/B test in Adwords, splitting the traffic between the existing landing page and the prototype.
After running the campaign for a month, the prototype showed: