Case study: Anglian Home Improvements

When Anglian Home Improvements (AHI) contacted us their web presence was underperforming in a number of ways: the site didn’t reflect AHI’s brand values or market leadership; it was producing a low volume and quality of sales leads; entry point analytics suggested a confusing user experience.
 

Foolproof’s role

AHI engaged Foolproof to manage a user-centred design (UCD) process to increase commercial yield and improve user experience. The last phase of this was to introduce a rolling programme of optimisation using multivariate testing to tune sales performance in live.
 

What we did

The starting point was a programme of user depth interviews to understand the consumer's context of use and expectations when shopping for replacement windows and conservatories. This allowed us to report on user experience issues on the existing website and make recommendations.

We followed a UCD approach to create a new user experience from scratch developing a new sitemap, wireframes then full IA and a branded prototype. This was tested with target customers to check we had resolved the major user experience issues before building and deploying the new site.

With the ‘heavy lifting’ done to improve the digital experience we then staged a series of MVT tests to tune the fine detail of the user journey and improve conversion to enquiry. This particularly focused on using insights from user research to tune copy and calls-to-action to be more natural and appropriate to user information needs.
 

The results

When the redesigned site went live AHI achieved improvements to enquiry quality and quantity that were in line with project targets.

However the success of the MVT programme was completely beyond any expectation: additional sales leads resulted several million pounds worth of additional revenue per annum.