The Ask

Enhance the website's conversion rate by simplifying the site registration experience, improving the user experience with easier navigation and checkout, and enhancing the website's design to better showcase products and brand identity.

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Objectives and Process

Increase the website's conversion rate by simplifying the site registration experience.

Improve the user experience by simplifying the navigation and checkout.

Enhance the website's design to better showcase the products and brand identity.

To optimize the account registration process, I conducted a thorough website UX audit. This involved analyzing data from various sources, including Google Analytics and Domo business intelligence tool, Salesforce Marketing Cloud, Mouseflow behavior analytics platform, and direct user feedback. The purpose of the audit was to determine whether potential customers were abandoning the registration application due to ineligibility or confusion with the website process. The insights gained from this comprehensive analysis allowed us to make data-driven decisions to streamline the registration process and enhance the user experience.

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Currey and Company New Homepage

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Solution

After careful consideration of the UX audit results, it was concluded that a comprehensive overhaul of the website would yield the most significant benefits. The subsequent tactics were prioritized during the redesign process:‍

• Organize the page with a clear and logical hierarchy: Use a clear and consistent hierarchy to organize the page content, making it easy for users to scan and find the information they need. Use headings, subheadings, bullet points, and other formatting tools to create a well-structured and scannable page.Use high-quality visuals: Visuals are crucial in B2B product pages. Use high-quality images, videos, and animations to showcase the product and its features.
• Provide detailed product information: B2B customers often need more detailed information than B2C customers. Make sure you provide comprehensive product information, including technical specifications, pricing, availability, and delivery information
• Restructure and streamline webpage content to ensure critical information is clearly visible.
  Add messaging to clarify account registration requirements, including the benefits of registration and the information required.
• Create an easy-to-use registration form with minimal required fields and clear instructions.
• Build an automated email journey to encourage prospects to complete their registration application, while reducing the amount of work required by the Currey’s team.

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Shopping Cart

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Product Detail Page and Quickview

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Stepped Registration Process

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Results

Comprehensive digital strategy resulted in an impressive 24% year-over-year increase in website revenue in 2020.