Enhancing Mobile UX for a UK Retailer

How a mobile-first form redesign increased bookings by 21% and drove £6.4M in annual revenue for a UK home improvement company.

Team

1 Lead UX/UI Specialist (me)
1 Project Manager

What I Did

Data Analysis
Heuristic Evaluation
UI Design
A/B Testing
Reporting

Client

Sector

E-commerce

Year

2023

Problem

A UK home improvement company had recently launched a new site on a subdomain, and they noticed that the booking page was underperforming.

Research

After completing a heuristic evaluation and Google Analytics funnel analysis of the booking page, I identified the following UX issues:

  • Over 80% of users were browsing the page on mobile devices, but mobile users were submitting the form at a -15% lower rate than desktop users.
  • The mobile form’s hero copy trailed out of the viewport, failing to communicate its purpose.
  • The form had no clear heading or subheading, causing cognitive friction.
  • No entry fields were visible above the fold on mobile, requiring users to scroll significantly before taking action.
  • The CTA button was small and lacked action-oriented copy, making it easy to overlook.

Proposed Solution

I hypothesized that a mobile-first form redesign would improve usability and increase conversion rates.

The proposed solution contained the following:

  • Clear, persuasive hero copy that was visible without scrolling.
  • Entry fields placed above the fold for faster interaction.
  • A large, high-contrast CTA button with intent-based copy.
  • Stronger visual hierarchy with a distinct heading and subheading, explaining what the user can expect by filling out the form and how soon they should expect to be contacted.
Client details have been redacted to respect my NDA.

Approach

  • I carried out a pre-test analysis to ensure the booking page had adequate traffic for an A/B test.
  • I designed the mobile-first form variant in Figma using the brand's existing design system.
  • I confirmed the design with stakeholders.
  • I built the form variant in Google Optimize using HTML, CSS, and JavaScript.

Testing and Challenges

The A/B test ran for two weeks, as determined by the pre-test analysis. I monitored the test every couple of days to ensure that there were no GTM tracking issues that could skew the results.

Issue: Google Optimize was set to sunset just three weeks after the start of this test.

Solution: I ensured the test had a large enough sample size to reach statistical significance within two weeks.

Results

The redesigned mobile form outperformed the original in every key metric:

  • The variant led to a statistically significant +21% increase in mobile form submissions.
  • Mobile users experienced a statistically significant -9.5% decrease in form abandonment.
  • The variant was implemented and is projected to bring in an additional £6.4M in annual revenue.

UX Insight: Clearer hierarchy and reduced friction significantly improved mobile engagement.

Reflections

  • Form usability directly impacts business revenue. Even small UX changes can drive millions in additional revenue.
  • Mobile-first design is critical. Forms should reduce scrolling, clarify intent, and surface key actions early.

If given additional budget and time, I would have continued to iterate on the winning variant. A step-by-step progress bar could further reduce perceived effort, and running a qualitative survey on the booking page could uncover user motivations and expectations for the initial consultation. These findings could then be used to refine the page copy and form entry fields to ensure that they align with user needs.

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