HSS Hire
Trade users were not activating their online accounts
Key Results
100% increase in access to account activation
31% increase in trade users logging in
25% increase in trade registrations
HSS Hire has struggled to move their core business (trade users) online to transact and their user conversion rate was low. They believed this was because trades were using their website only as a catalogue before calling or emailing their local store to place an order.
They had also recently invested in a “trade user accounts” section of the website which had numerous benefits but was under utilised by users because of poor onsite promotion and a culture (explained above) that had almost been encouraged by the company.
So, our challenge was to increase the proportion of online trade users who activate, register or logged in to their online accounts.
How did we take on the challenge, you ask?
Using insight derived from both qualitative and quantitative methodologies, we ran a series of iterative experiments that looked to promote the benefits of having an online account to users who exhibited behaviours that indicated they were trade users. These benefits included things like being able to view stock hired, view upcoming hire details, access to invoices and spend reports, proof of delivery and account-specific pricing.
The users were segmented based on self-reported activity, their logged in status and online behaviours (e.g. viewing trade-specific products). Once we were able to identify trade users and form an understanding of what content was most relevant to them, we de-prioritised certain content blocks to free up space for account activating messaging. We also experimented with the placement of this messaging and then with the language and benefits used to promote the service.
Were we successful?
Yes, absolutely. Our work resulted in an increased awareness of the benefits of a HSS account amongst trade users. It also helped the digital team to present figures internally which demonstrated an appetite for trade users to shift to online processes. The client was then able to use this as a proof of concept for a larger online trade project.
Key Results
100% increase in access to account activation
31% increase in trade users logging in
25% increase in trade registrations
POCfor larger online trade project
“ We came to the team with a clear brief to drive greater engagement and conversion for specific customer types and have been really pleased with the final results.
Matt Denton
Head of eCommerce
Working with User Conversion forces us to be more proactive
The amount of detail and thoroughness they went into was spectacular
The team are great. Couldn’t do it without them.
Really impressive and wouldn’t hesitate to recommend them.
Accelerated our optimisation efforts by a factor of 50.
The return we saw from one experiment alone was phenomenal
8.7% improvement in conversion rate attributed directly to their work
They always have our customers at the heart of all they do
Working with User Conversion forces us to be more proactive
The amount of detail and thoroughness they went into was spectacular
The team are great. Couldn’t do it without them.
Really impressive and wouldn’t hesitate to recommend them.
Accelerated our optimisation efforts by a factor of 50.
The return we saw from one experiment alone was phenomenal
8.7% improvement in conversion rate attributed directly to their work
They always have our customers at the heart of all they do
Generated over £150k in lost revenue for us in just 90 days.
I like the holistic approach User Conversion take to their work.
The structure really works. It brings together a variety of skill sets focused on a particular client
A 22% uplift in conversion rate within the first 6 months
We’re now testing to help prioritise work and reduce risk
They have been instrumental in our personalisation strategy
They didn’t talk about a generic approach, but one that was personalised to our audience
Paid for themselves in the first month, three times over.
Generated over £150k in lost revenue for us in just 90 days.
I like the holistic approach User Conversion take to their work.
The structure really works. It brings together a variety of skill sets focused on a particular client
A 22% uplift in conversion rate within the first 6 months
We’re now testing to help prioritise work and reduce risk
They have been instrumental in our personalisation strategy
They didn’t talk about a generic approach, but one that was personalised to our audience
Paid for themselves in the first month, three times over.