CASE STUDY: GET A QUOTE
User Journey Mapping
UX UI Design
At the start of their customer journey, StickerYou users have the option to start creating online or get a custom quote by submitting a form. However, users who get a quote may want to order online instantly without waiting for an email response, while users who start creating online may end up needing extra help from a custom sales representative.
This posed a challenge for both Sales & Marketing and UX Design to find a solution to increase lead generation for custom sales while also increasing online order conversion rates for automated quotes and orders.
CHALLENGES
The Get a Quote link leads to a landing page with the custom quote form and a secondary call-to-action button that links to the quick quote calculator, which allows users to continue their online order. This page generates a lot of leads for the sales team, but many of these orders could have been placed online without any intervention. By changing the Get a Quote link to land on the calculator page for instant ordering instead, we risk losing valuable leads for the sales team.
A separate objective for the Sales & Marketing team was to start marketing the custom sales team as a VIP concierge service. This will help serve busy businesses with high volume orders by handling the work of submitting designs and placing their custom orders for them.
THE SOLUTION
The first solution I came up with was to create a much clearer Decision Page. This page will clearly outline the Two Ways to Get a Quote, and have the user make an informed decision on what kind of quote they wanted: an instant online order or a white glove service custom order.
The second part of my solution was to move the Quote Calculator onto this same decision page, so if users do not make a selection or skip reading the descriptions, they automatically scroll down to the online calculator. I used data and some assumptions to determine that the dominant use case should be the online quote calculator where conversion leads to an online order. Only when a user explicitly decides to get a more in-depth custom order quote, they will land on a different page and fill out the form and generate a lead.
The re-branded Custom Product Experts landing page was also a great tool for marketing this premium service, with accessible online videos and call-to-actions to drive users to submit the form and create their orders with the help of a dedicated sales team.
RESULTS
Within days of going live with this change, the site saw a 20% lift in organic conversion which maintained for weeks that followed.
The exits from the quote calculator page also dropped by 8.3%, which means we were driving more meaningful visits to this page and more users proceeded to order or visit other parts of the site after their quote.