Optimising
conversion
Biffa
All users were hitting unnecessary friction before the basket.
Regardless of whether it was relevant to them, every user was asked to input their business sector before reaching the basket. For non-business users this created a barrier at the most critical point in the journey.
Moving the sector field behind a conditional step, only surfacing it for users who identified as a business, would remove the barrier entirely for everyone else and increase conversion.
We mapped the full journey end to end, working closely with engineering on the backend logic and validating the approach with stakeholders from a sales feasibility perspective.
We designed two distinct paths from a single upfront question. One important design decision we fought for was ensuring non-business users, who can't order online and need to call, were still shown their price before being redirected rather than hitting a dead end.
After four months of A/B testing the results were clear.
After four months of A/B testing, moving the sector field behind a conditional step delivered a measurable impact on Biffa's bottom line.
