Intro.
Our pest control client Wormont experienced low website traffic for reasons that were unclear to them but evident to our team. To address their low conversion rates, we developed a strategic guided-selling approach for them.
Project Details
Role: UX Researcher
Industry: Pest Control Industry
Duration: 2 months
the process
UX Research Deep Dive
Wormont's website had multiple pest control pages embedded within it, one for each pest issue (Ant, Cockroach, Termite and so on). Our job was to essentially identify the gaps in user journey and conduct a thorough UX assessment to identify blockers that potentially impact website traffic.
We adopted a 4-pronged UX research approach to our deep dive process that would provide us with triangular findings on their website.
the findings
Heuristics and Baymard Analysis
To understand the challenges users faced, we began by meticulously evaluating the current state of the website's user experience. Our investigation systematically covered UX copy, site navigation, user interface (UI) design, information architecture, and critical user flows. This allowed us to precisely identify areas of friction and frustration for users.
the strategy
The Guided-Selling Approach
Based on the deep dive we conducted into the website, we suggested a guided-selling approach to revamping their website. But before we formulated a step-by-step strategy, we laid out a storyboard for our client to understand the entire user journey:
the learnings
Way forward
My role in this project was deeply strategic and entirely centered on UX research. We committed extensive time to a comprehensive deep-dive into the existing architectural landscape, understanding that meaningful change stemmed from a thorough process, not just the final outcome. Developing a refined user journey through our multifaceted research methodology truly established a robust skeleton for subsequent design and development. A key learning was the critical importance of effective stakeholder management, including active listening, proactive communication, and facilitating consensus among diverse perspectives to ensure project alignment and buy-in.
