Case Study: Home Service website generates more qualified leads

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robertslatejr
robertslatejr
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Stick to the basics

In custom product businesses, offering your services in a productized way is difficult. The dilemma is that you want everybody to know about your product or service, but there are just so many variables that it could take you a considerate amount of time just to list all of your options to a single customer. Another problem is the growing consumer desire to see their final customized product on their screen before ordering. R2 MX Graphics offers printed vinyl graphics for Dirt bikes/Motocross, as well as ATV, Jetski, UTV, Helmet Wraps and more as fully customizable products. Each product class has different pricing due to materials used and design time. Products can be upgraded with certain effects like chromes, fluorescents, laminates, etc.

As you can see, there’s a lot of variables for this particular industry. We had to take into consideration UI & UX since the options were plentiful, and could easily overwhelm potential customers, resulting in a lost sale.

Call to Action(CTAs) are important

Since the main focus was to upgrade, streamline and optimize the graphics ordering experience, we had to break down the heirarchy of each product option. This helps both the business run more effeciently, and motivates the customer to get started on the order process and push ahead until checkout. There are 2 main types of service categories for R2 MX Graphics, Semi Custom Designs & Full Custom Designs. We knew that both categories essentially have the same ordering options & requirements, but vastly different customer input. To not overwhelm the customer with all of the options at once, we heavily relied on conditional logic to only show the customer fields and options that made sense to their order.

In the MX Graphics industry, only about 10% offer a live builder tool on their site. Most offer semi-custom designs with a simple order form & pricing. This is an effective, tried and true way of offering these types of products, but for R2 MX, we wanted to offer the best of both worlds. We looked around at other industries that offer heavy customization and took a few notes. Notably food ordering apps, Sticker/T-Shirt/Apparel printers and Construction/Custom Building websites. This gave us a good starting point as to what consumers are used to in various industries that they may have experience with. The 3 most important features we found were-

  • Live & Accurate Pricing
  • Option to buy/checkout rather than just request a quote (Email collection can look spammy and turn off buyers)
  • Each variable was customizable

Along with these prerequisites, R2 MX also needed a powerful way to streamline the proof and approval process to make the website more user centric. Back and forth through email is usually fine, but can be unrealiable. This added an extra layer of optimization and a foolproof way to ensure that customers were receiving their order proofs.

Build Trust

Along with these prerequisites, R2 MX also needed a powerful way to streamline the proof and approval process to make the website more user centric. Back and forth through email is usually fine, but can be unrealiable. This added an extra layer of optimization and a foolproof way to ensure that customers were receiving their order proofs.

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