_ Overview
(00)
Moving past opinion-based structural changes to behavioral evidence. A study on how customers build confidence before starting a quote.
Results
+
33
%
Task Completion Rate
42
seconds
Decreased Time on Task
+
11
%
First Click Success
_ 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)
Mapping the dominant 4-step pathways
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)
Research Explained the Loops.
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.
_ How to
(04)
Mapping the dominant 4-step pathways
I first wanted to understand how users were navigating the website to uncover decision making trends leading to our most converting pages.
_ 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.
Reframing the Strategy
EVOLUTION 01
From isolation
Standalone Pages
to systems
connected ecosystems
Instead of forcing users to "hunt" for sizes and costs, we treat these functional hubs as a single, connected system that anticipates the next question.
EVOLUTION 02
From assumptions
rigid taxonomies
to fluidity
guided comparison
Customers were not always arriving with a clean Moving vs Storage decision already made. Pages need to reflect the way people think in real life: through needs, constraints, timing, and uncertainty.
EVOLUTION 03
From entry points
generic pages
to intelligence
intelligent routing
The homepage evolved from a generic welcome mat to a high-intent router, funneling users directly into the specific confidence-building content they need.
EVOLUTION 04
From frictoin
accidental bouncing
to clarity
faster confidence
We preserve the healthy "looping" behavior users need, but make those transitions faster and more intentional, reducing the cognitive load required to start a quote.
_ Results
(05)
Outcomes & Artifacts
Pre-Quote confidence loop model
Primary Deliverable
container size importance
combined evidence