RACV introduced a new product line in their Home Security category. However, once launched, sales were lackluster. To address this, RACV assembled a team to increase sales inquiries through the website. Our hypothesis is that usability enhancements, along with aligning content to user expectations, could lead to more visitors completing sales inquiries.

We had to work with the already existing personal security camera website created for their product launch. Insights from analytics and user feedback lead us to believe changes to the sales funnel would need to be made we didn’t have software developers to make any changes by text changes. Any changes needing to be made will have to be limited to the resource available to the Content producers and my coding knowledge.

With limited time and resources, an appropriate method forward would be to move fast using UX learning loops methodology. Learning loops is an iterative process in lean UX that involves designing, testing, and learning from user feedback in order to create effective and user-centered products. By continuously repeating this process, we can create products that meet the needs of users. Using user feedback and usability heuristic we made changes to the webpage. Aligning the on page content to the mental modal of visitors to the website.

User feedback made it apparent that aligning the on-page content with the mental model of visitors was crucial. Further insights from user feedback led us to believe that a triage survey to inform customers about suitable products for their circumstances was necessary.

Incorporating analytics and user feedback resulted in a data-driven design proposal. We opted to remove visual clutter and elevate desirable information higher in the information hierarchy. The design included necessary content module enhancements within their CRM and introduced completely new content components. One such component was a multi-question sales survey that promotes suitable products. I had to code this feature myself with helpful insights from colleagues.

The release of these proposed design enhancements came in stages. The new survey, which I had to hand-code myself, was implemented during the final design sprint. In the end, the new page design layout was well received by our visitors. The Home Security Groups reported an increase in sales conversions of 20%. However, there are still improvements that can be made to further increase the number of visitors making it through the sales funnel.