National Accident Helpline worked with Tangent Snowball to help place their customers at the forefront of their re-invented digital experience. Tangent Snowball discuss the work
Brief
To deliver a more customer-centric brand experience while maintaining the high performing conversion rate on the existing site.
Strategy
To employ user testing and mystery shopper research to identify key strengths and weaknesses with the existing site, then employ modern design methods to prototype and test the new experience.
Execution
As National Accident Helpline’s retained UX and design agency since 2009, we advise them on all aspects of design, content strategy and customer experience. To help them stay relevant to their customers, we needed to move their website towards a more modern experience and service-led offering. Using rapid prototyping and intensive lab testing, we identified which parts of the site were working and which needed improvement.
To facilitate the requirement for regular A/B testing, we implemented an intuitive CMS dashboard, making it easy to upload different content to test for things such as SEO and PPC effectiveness. We continue to work with National Accident Helpline through a rolling cycle of improvements, allowing us to constantly ensure their website’s relevance, efficiency and effectiveness.
Result
Pre-launch testing showed an uplift in positive brand associations, with users describing the brand as “Approachable, friendly and professional”. In addition, 83 per cent of users rated their confidence navigating the site as “high” or “very high”. It’s early days yet, but since launch we’ve also seen an uplift in click to lead of over 10 per cent.