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

Problem

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.
  
  

A/B Test Design and Set Up

I hypothesized that a mobile-first form redesign would improve usability and increase conversion rates. The goal was for users to land on the booking page and immediately understand that they could book a free appointment with a specialist—in seconds, not hours!

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 Google Optimize using HTML, CSS, and JavaScript.

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.