Construction

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

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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. 

The success of this particular campaign was three-fold. In addition to increasing account activation and demonstrating an appetite, it also had an operational impact. It relieved the pressure on store managers who were facilitating requests that can now be completed online.

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

David Lee
Working with User Conversion gives us objectivity and forces us to be more proactive
David LeeLead Product Owner
Amit Rajyaguru
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Natalia Jablonka
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Martin Bell
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
Perri Savage
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Phil Penny
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Phil PennyUser Experience Manager
David Lee
Working with User Conversion gives us objectivity and forces us to be more proactive
David LeeLead Product Owner
Amit Rajyaguru
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Natalia Jablonka
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Martin Bell
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
Perri Savage
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Phil Penny
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Phil PennyUser Experience Manager
Gareth Luck
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
Lauren Juster
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
Julie Austin
They employ a workshop approach to coach and empower our internal teams
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager
Gareth Luck
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
Lauren Juster
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
Julie Austin
They employ a workshop approach to coach and empower our internal teams
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager