Revamping Hey!Broadband's Website Checkout Process for Seamless User Experience and Enhanced Customer Tracking.
- User Experience
- Payment Processing
- Tracking
- Performance
The client.
Hey!Broadband is a leading full-fibre broadband internet company that offers ultra-fast full-fibre internet services.
They had identified that their website's checkout process was cumbersome, resulting in a significant number of cart abandonments and lost customers. To address these issues and enhance the overall user experience, we collaborated with their marketing agency, Flourish, to implement a new website design and customer checkout journey.
The brief.
The main objectives of the project were as follows:
- Seamless User Experience (UX)
Improve the website's checkout journey to make it intuitive, user-friendly, and conversion-focused, reducing cart abandonments and increasing successful conversions.
- Payment Processing Integration
Integrate GoCardless payment processing into the checkout process to offer customers a variety of secure payment options and streamline the payment collection for Hey!Broadband.
- Enhanced Customer Tracking
Implement advanced tracking mechanisms to monitor user behaviour throughout the checkout process and gather valuable insights for data-driven improvements.
The approach.
Collaborating closely with a cross-company project team we implemented new designs, checkout journey steps, and payment processing into an existing next.js website that relies on various 3rd party services including FibreOS, Strapi CMS (a headless node.js based CMS) and GoCardless.
GoCardless Integration.
Lunar worked with Hey!Broadband's technical team and GoCardless integration experts to seamlessly integrate the payment processing solution.
Checkout Redesign and Development.
Utilising insights gathered from research and the design process, Lunar and Flourish reimagined the checkout process. The new design included simplified forms, progress indicators, and advanced customer tracking to create a complex multi-step signup process that felt easy and seamless to the user.
Mobile Responsiveness.
Recognising the importance of mobile users, the team ensured the new checkout process was fully responsive and optimised for various devices and screen sizes.
Advanced Tracking Implementation.
To enable data-driven decision-making, Lunar implemented advanced analytics and tracking tools. This included funnel tracking, user behaviour analysis, and conversion attribution to gain a comprehensive view of the checkout process performance.
The result.
The collaboration between Lunar, Flourish, and Hey!Broadband resulted in a successful redesign and rebuild of the website checkout process. By prioritising user experience, integrating GoCardless payment processing, and implementing advanced tracking mechanisms, the project improved UX, reduced cart abandonments, and enhanced customer tracking. The revamped checkout process positioned Hey!Broadband as a customer-centric company, driving more successful conversions and solidifying its position as a leading provider of ultra-fast, full-fibre broadband in South East England.
Reduced Cart Abandonment: The simplified and intuitive checkout process led to a significant reduction in cart abandonment rates, as customers found it easier to complete their purchase.
Enhanced Customer Insights: The advanced tracking mechanisms provided valuable data on user behaviour and pain points, enabling data-driven improvements for future optimisation.
Increased Conversions: The improved UX and integrated GoCardless payment option boosted successful conversions, contributing to an increase in Hey!Broadband's customer base.
