Mobile first UX Research case study
My Home Move is a leading brand that has won multiple awards, yet it may not be widely recognized. While online estate agents often dominate the news, My Home Move discreetly assists tens of thousands of individuals each year with their home relocations by offering mover conveyancing services. In 2015 alone, the company successfully handled nearly 50,000 transactions, with expectations to surpass 100,000 by 2017. With top-notch conveyancing services and award-winning technology, the company is making significant strides, and leveraging digital marketing channels is crucial to their growth. Notably, new customers acquired through the website are being converted at a faster rate than any other avenue. Despite this success, Neal Preece, the Consumer Online Director who joined in June 2015, aimed for even greater improvements. "There was a tremendous opportunity to engage consumers, and many valuable insights from other sectors, such as retail, with a more developed online audience. The key to capitalizing on this was adopting a mobile-first strategy that prioritized user experience." The primary objective of the website across all platforms is to convert visitors via an online form that delivers instant quotes. My Home Move recognized the surge in mobile traffic, and analytics indicated substantial growth on smartphones and tablets. However, the existing website did not function optimally on mobile devices, making it a priority to address this issue. Although the form was relatively straightforward, Neal was convinced that refining it across all platforms would enhance conversion rates. Given that PPC is their main traffic source, improving conversion rates directly affects marketing expenses, presenting a unique opportunity.