UX Audit of the Form for Increasing Customer Inquiries
I had the pleasure of conducting a UX audit of the price inquiry form for ROCKWOOL. During the process, it became clear that the initial assumptions needed to be changed. Learn what happened and what the results were.
Why were actions beyond the UX audit necessary?
During the collaboration, it became apparent that auditing the form alone might be insufficient. The problem was chaotic communication on the page preceding the form. For many users, this was the first point of contact with the topic of home insulation.
The communication was broad and targeted at too many audience groups. It covered a wide range of information—from government programs related to thermal modernization and the benefits of home insulation to knowledge about the company’s products.
What was wrong?
It was difficult to pinpoint a single action for which this landing page was created. The mixture of various threads led to a paradox of choice.
This was due to a lack of a defined strategy, plan, and clear expected outcomes and goals. Therefore, the audit covered a broader scope of the website. Users quickly left the page without taking any action.
The information overload caused the opposite effect of what was intended. The loss of this traffic was costly, so improving the form alone was insufficient. I suggested planning the content of the landing page anew.
My impact and the results we achieved
I proposed a user journey that included new touchpoints with the brand. Thanks to my work, we knew where the users were coming from and who they were. This made it easier for us to organize the content and selectively choose whom we were communicating with. The communication was planned for specific audience groups.
The form was in harmony with the overall content, so we observed an increase in the number of inquiries in a short time, and they were no longer accidental.
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FAQ
Yes, I design websites and transform them into fully functional, live sites. Sometimes clients migrate their sites from other content management systems (CMS), and I assist in transitioning to more user-friendly systems like WordPress or Webflow.
I’m open to challenges from any industry. However, I have extensive experience designing websites for small to medium businesses, portfolio sites for sole proprietors such as photographers, lawyers, and psychologists, and related medical professions. I’ve also created culinary blogs and news sites, and I can set up an online store for selling both physical and digital products and services.
Collaboration is tailored to individual client needs. I meet people who need support from scratch, focusing on marketing strategy, brand building, and visual identity, setting marketing goals, and discussing how and when to achieve them—often including website creation.
For established companies facing challenges like customer acquisition or process optimization, I conduct audits to identify issues and devise a plan for improvements.
I often work long-term with small businesses, including sole proprietors, handling advertising accounts (Google Ads), SEO, UX improvements, and analytics implementation.
Yes, although many clients opt to learn basic CMS operations, enabling them to manage their sites independently. I provide training for team members responsible for content updates and layout changes, offering more freedom and autonomy.
Yes, I’ve been a UX designer since 2021. I started in online marketing but sought the skills that a UX designer possesses. With a degree in UX design, I better understand audience motivations, conduct more effective research, and save time and resources by avoiding misguided investments.
Being a designer allows me to creatively and purposefully design websites that address real user problems, aligning with business goals. This makes me a user-focused marketer and a more effective designer.
I provide comprehensive online marketing services, brand building, and improving user experience. My services include:
- Website usability audits (User Experience)
- Planning and launching ad campaigns (primarily Google Ads)
- Ad system audits for performance improvement and cost optimization
- SEO consulting or management (including audits, training, or ongoing collaboration)
- Implementing comprehensive web analytics (in conjunction with other services)
I can also help if you:
- Are new to online business and unsure where to start
- Need to find your target audience
- Want to organize your online marketing knowledge for more independence
- Wish to automate service sales
- Face issues with attracting the right clients
Yes, I offer a wide range of marketing services. I advise on best practices during consultations, especially useful for startups or businesses struggling with customer acquisition. I also work independently, managing both paid and organic campaigns based on developed strategies.
I can help with:
- Planning marketing strategies and necessary resources
- Creating content plans for long-term results
- Organizing actions and setting marketing department goals
- Calculating marketing budgets and prioritizing tasks
- Sharing best practices and teaching essential online marketing tools
SEO is crucial for online visibility, and it’s a key part of my work. My SEO services cover technical aspects and both on-site and off-site actions. SEO collaboration often begins at the initial website project stage. Many clients continue working with me until they achieve visibility and results in search engines. This involves setting up monitoring systems and tracking performance through analytical reports.
Yes, I do, as part of broader collaborations. If my audit suggests a need for analytics implementation or expansion, I offer support. When designing a website, I ensure analytics are integrated from the start.