_ Overview
(00)
_ Background
(01)
Which pages act as decision hubs versus dead ends?
Are customers bouncing because of confusion or validation?
How often do people compare Moving and Storage before narrowing intent?
What information is required before a customer feels comfortable getting a quote?
_ Approach
(02)
I first wanted to understand how users were navigating the website to uncover decision making trends leading to our most converting pages.
I ranked the highest-volume quote-driving pages to understand where conversion intent was concentrating.
I analyzed before-and-after pathing across key quote-driving pages to identify repeated navigation patterns, common next steps, and shared decision hubs.
I paired those findings with insights from moderated customer research. That synthesis helped distinguish healthy confidence-building movement from true friction and explain not just where users went, but why.
_ Qualitative Synthesis
(03)
Interviews showed that customers used quotes as exploratory tools, not final decisions. They looked for reassurance around pricing, fit, and flexibility; making the repeated "looping" look less like confusion and more like active confidence-building.
Users start quotes to orient themselves, expecting the system to help them adapt details later.
_ Pricing
Visible pricing signals increased decision confidence and reduced hesitation in early exploration.
Users bundle needs (Moving + Storage) rather than thinking in rigid product buckets early on.
Customers often start with whichever service they understand first, expecting customization later.
Ambiguous industry terminology created friction and hesitation during pathing transitions.
Repeated page-hopping was often a healthy behavior used to triangulate fit, cost, and logistics.
_ Findings
(04)
I leveraged AI to synthesize insights across a multitude of quantitative and qualitative findings. After thorough vetting we were able to connect the dots between their feelings and behaviors.
_ Finding
(04.1)
Concentrated intent
Users frequently use service "hub" pages as anchors, exploring outwardly and bouncing to find bits of information before returning and clicking a quote CTA.
_ Finding
(04.2)
Triangulation, not friction
Customers use a bundle of questions to orient themselves. The observed "looping" behavior is often healthy validation.
_ Communication
(05)
Answering questions as the user asks.
Based on the interview data I synthesized common internal conversations, questions, and concerns users were having, as well as their timing.
This information determined the sections we needed and their order.
Each section was driven by insights & concerns.
Copy & CTA strategy was highly correlated to ensure that it was relevant to the user's internal conversations.
EVOLUTION 01
EVOLUTION 02
EVOLUTION 03
EVOLUTION 04
_ Results
(06)
Pre-Quote confidence loop model
Primary Deliverable
Navigation model
Page & Content Strategy