Case_Study_1

Biffa ecomm

Case_Study_1

Biffa ecomm

Optimising the ecommerce conversion journey

Optimising the ecommerce conversion journey

UX

Strategy

Experience

Optimising

A retainer engagement focused on continuously optimising Biffa's digital eccommerce experience, identifying friction points and improving conversion across their ecommerce journey.

The problem

The problem

All users were being asked to input their business sector before reaching the basket, regardless of whether it was relevant to them. For non-business users this created unnecessary friction at a critical point in the journey.

The hypothesis: Moving the sector field behind a conditional step, only surfacing it for users who identified as a business, will remove the barrier entirely for everyone else and increase conversion

What we did

What we did

We mapped the full journey, worked closely with engineering on the backend logic, and validated 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.

We improved the journey for everyone.

We improved the journey for everyone.

After four months of A/B testing, moving the sector field behind a conditional step delivered a measurable impact on Biffa's bottom line.

38.66%

Uplift in orders

Uplift in orders

£436K

Annualised estimated benefit

Annualised estimated benefit

next project

next project

Honda_HMC

Project_Name

Let’s build something
that works for everyone.

Fabiola Andrea Caceres Cardenas

Let’s build something
that works for everyone.

Fabiola Andrea Caceres Cardenas

Let’s build something
that works for everyone.

Fabiola Andrea Caceres Cardenas