User Experience (UX) Audit Improves Customer Journey
Currey & Company partnered with Whereoware to improve conversions throughout their account registration process.
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User Experience (UX) Audit Improves Customer Journey
Currey & Company partnered with Whereoware to improve conversions throughout their account registration process.
Check Out Our Results
Who
Founded in 1988, Currey & Company is a leading wholesale manufacturer of luxury lighting, fashionable home furnishings, and exclusive garden furniture and accessories.
As a wholesale company, Currey & Company requires qualified retailers to apply for an account (and be approved) before gaining access to shop their website. To achieve customer acquisition goals, Whereoware aimed to optimize this online account registration process – a critical step in their customer journey.
To optimize the Account Registration process, Whereoware’s digital experts performed a comprehensive website UX audit, analyzing data across:
- Google Analytics and Domo business intelligence tool
- Salesforce Marketing Cloud
- Mouseflow behavior analytics platform (records website visitor sessions and actions in simple heatmaps)
- Direct user feedback
Whereoware initiated a feedback campaign through Mouseflow to understand whether prospective customers were abandoning the registration application because they were ineligible, or if the website process was confusing.
Whereoware reviewed the Mouseflow heatmap data tracking roughly 20,000 user sessions across core areas of their website.
Based on UX audit results, Whereoware recommended:
- Restructuring and streamlining webpage content to ensure critical information is clearly visible
- Adding messaging to clarify account registration requirements
- Building an automated email journey to encourage prospects to complete their registration application, while reducing the amount of work required by Currey’s team.
Whereoware’s User Experience audit combined quantifiable data, direct user feedback, user-session activity data, and expert analysis to deliver a data-driven plan to reduce user frictions, improve the customer journey, and increase account registrations.
