Wickes, a UK home improvement company, had launched a new website and noticed that users weren't booking a consultation.

As the lead experimentation specialist, I conducted a heuristic evaluation and Google Analytics funnel analysis of the booking page and identified the following issues:

• Over 80% of users were browsing the booking 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.

I hypothesized that a mobile-first form redesign would improve usability and increase conversion rates, so we ran an A/B test.

The goal of the redesign was for users to land on the booking page and immediately understand that they could book a free appointment with a specialist. Wickes was providing real value to these users, but the mobile UX was so frustrating that it buried the offer that the team was trying to deliver.

After completing a pre-test analysis to ensure that there was adequate traffic for an A/B test, I designed the variant in Figma using Wickes' existing design system. The variant featured clear, persuasive hero copy, entry fields visible above the fold, a high-contrast CTA button, and improved visual hierarchy. I then built the variant in the client's testing tool using HTML, CSS, and JavaScript.