A service sign-up redesign focused on making pricing, trust, scheduling, and next steps easier for high-intent dog owners.
Timeline · 2023
The challenge was to treat the digital experience not as a collection of separate channels but as a single, continuous user journey and to identify where the journey was breaking down.
The business lacked clarity on which channels brought in qualified users, how visitors navigated before contacting, and whether messaging between ads and the website was creating continuity and confusion.
Synthesized behavioral data across the full funnel to map user intent against actual behavior. I prioritized service and contact pages in the content hierarchy, tightening message alignment between ads and landing pages, and iterating on underperforming entry points.
he deep pre-conversion engagement (multiple pages, extended time on site) confirmed this: users needed information before they felt safe making contact. The UX response was to design the service and contact pages as trust-completion experiences, not just informational pages.
The mismatch between ads and landing pages creates hesitation and abandonment. The strategy addressed this by aligning ad messaging, landing page language, and CTA framing into a single, consistent narrative.
Scroll depth, page-path analysis, and time on page data answered behavioral questions typically addressed by usability testing: where do users go, what do they look for, and where do they stop?
increase in month-over-month traffic
newly monthly website visitors
of new form submission came from new designads