Brulant, Inc., one of the leading ecommerce and online business partners in the nation, recently conducted a website usability study for Safelite? Auto Glass, a national auto glass provider, resulting in a 69% increase in the number of customers to complete the appointment process.
Brulant conducted the study at its full-scale usability lab, with real-time audio-visual monitoring, a client observation room, and a one-way mirror. Ten users were identified from Safelite's key customer demographics, brought into the lab and given scenarios and tasks to complete. The main area of focus was the online application process, where customers make appointments for glass replacement or repair.
"Within the first ten minutes of observation, we knew the study had been worth it," said Jennifer Kielmeyer, Web and Directory Marketing Specialist, Belron US, parent company of Safelite? AutoGlass. "The insight into what our customers were doing on our site -- where they were looking, what was keeping them from converting -- was invaluable. When we put Brulant's recommendations into place, we saw results immediately."
Brulant identified two main areas for improvement: confusing content and credit card submissions. Users were getting confused on some of the wording in questions throughout the process, and didn't know how to answer. In addition, users were asked to give their credit card to hold the appointment. Customers were apprehensive on whether the site was secure, on whether they were going to be charged at that point, and that proved as a strong point of abandonment through the process.
"We are thrilled to have had the opportunity to work with the Safelite team to help enhance conversion," added Suzanne Galvez, Principal, User Experience at Brulant. "Our usability methodology is designed to deliver more than research; we are dedicated to providing our clients with actionable recommendations that drive real-world results."
About Brulant, Inc.
Brulant is one of the nation's preeminent online solutions experts, fusing leading-edge technology with breakthrough interactive services including internet marketing and creative design. The company was recently ranked by Advertising Age Magazine as the 30th largest interactive firm in the country. Ultimately, Brulant is focused on delivering multi-channel solutions that increase client's marketshare by improving customer service, brand loyalty and market reach while reducing customer acquisition, retention and conversion costs.
Brulant, a leading website design company, is a true multi-channel integration partner focused on ensuring one compelling customer experience across all channels, from web initiatives to call centers, stores, kiosks, etc. Brulant celebrates a proven track record throughout its core competencies, including interactive marketing and strategy, creative website design and usability, technology services, portal and web development, and business intelligence. For more information, visit http://www.brulant.com.
Brulant's clients are middle-market to Fortune 2000 companies within the consumer products, financial services, healthcare and retail sectors. Headquartered in Cleveland, Ohio, the company works with clients on a national basis including: Bass Pro Shops, Borders, Carhartt, Charter One Bank, Citizens Bank, The Cleveland Clinic, Hallmark, ICI Paints, JoAnn Stores, Key Bank, Luxottica, MTD Products, Macrovision, National City Bank, Nationwide, Pearle Vision, Sears Portrait Studios, Steris, Things Remembered and University Hospitals.
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