Adrian Lux Flooring

Adria Lux Flooring unveiled a brand-new website in 2019, with brand-new pages for categories, supplies and services. Given that it is a service website, one of the main objectives of the new site was to maximize conversions by utilizing these new thorough sections and enhancing user experience.

The Challenge

In order to improve category, service pages, boost conversions and revenue, our client, a supplier of B2C custom flooring supplies, recently launched a new website. Despite the new and cleaner design, they observed that internet transactions were not rising as quickly as they had anticipated. They asked The Lead In Motion to examine the system’s internal workings to see where consumers were running across conversion-related roadblocks and what chances were being overlooked to boost transactions and sales.

The Analysis

In order to better measure user engagement and navigation of the product pages and checkout process through user videos and heat maps, our conversion rate optimization and UX / usability experts started to work right away by installing Hotjar and Clicktale on the website. We discovered during our investigation of the data and the graphics that fewer users were not able to click the contact button and there’s no clear services and products offered. We observed users when we looked more closely that:

Making more purchases on its website in general (supplies).
They can’t add items on their cart due to unfriendly navigation panel.
The ad copy/ad words were not effectively communicating to the target user’s needs.

The Solution

We made the decision to design a well-define landing page and friendly navigation panel. The justification for this was straightforward: by doing so, users would not be confused throughout the checkout process. From there, our designers set to work designing a layout with top navigations and one that would streamline the checkout process by eliminating extra steps. Then we set up a test where 50% of the customers would go through the control design and 50% would go through our updated and better checkout process design.

The Results

We were able to significantly enhance the conversion rate and customers during the checkout process by creating a simple and well-define landing page. By doing this, we were able to increase transactions by 50% while also increasing the overall conversion rate by 72%. Using a user-friendly web design, simple navigation panel, and improving the ad copy of ad words, we were able to generate more sales and bookings.