User Experience (UX) Audit Improves Customer Journey

Currey & Company partnered with Whereoware to improve conversions throughout their account registration process.

User Experience (UX) Audit Improves Customer Journey

Currey & Company partnered with Whereoware to improve conversions throughout their account registration process.

Check Out Our Results

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Who

Founded in 1988, Currey & Company is a leading wholesale manufacturer of luxury lighting, fashionable home furnishings, and exclusive garden furniture and accessories.

Agency services
Digital Strategy
Website Development
User Experience (UX)
Creative Design
Search Engine Optimization (SEO)
Email Marketing
Social Advertising
Pay-Per-Click (PPC) Advertising
Challenge

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.

Solutions

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.

Results
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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.

Let's get started!

We'll help you bridge the gap between your business goals and your customers’ goals to acquire, retain, and <blue-underline-small>maximize every customer.<blue-underline-small>

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We can drive more applications.

“Attracting new customers is the key goal for our omni-channel marketing approach, but getting them to take the final step of applying for an account online (versus in-person with a sales rep or at a market) is always tricky, because of our strict requirements. By better understanding where customers are dropping off in the process and then correcting our explanations where we can, we can drive more applications and less frustration for these potential buyers.”

Jenny Heinzen

Vice President of Marketing at Currey & Company