Construction

HSS Hire

Trade users were not activating their online accounts

Key Results

100% increase in access to account activation

31% increase in trade users logging in

25% increase in trade registrations

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HSS Hire has struggled to move their core business (trade users) online to transact and their user conversion rate was low. They believed this was because trades were using their website only as a catalogue before calling or emailing their local store to place an order. 

They had also recently invested in a “trade user accounts” section of the website which had numerous benefits but was under utilised by users because of poor onsite promotion and a culture (explained above) that had almost been encouraged by the company.

So, our challenge was to increase the proportion of online trade users who activate, register or logged in to their online accounts.

How did we take on the challenge, you ask?

Using insight derived from both qualitative and quantitative methodologies, we ran a series of iterative experiments that looked to promote the benefits of having an online account to users who exhibited behaviours that indicated they were trade users. These benefits included things like being able to view stock hired, view upcoming hire details, access to invoices and spend reports, proof of delivery and account-specific pricing. 

The users were segmented based on self-reported activity, their logged in status and online behaviours (e.g. viewing trade-specific products). Once we were able to identify trade users and form an understanding of what content was most relevant to them, we de-prioritised certain content blocks to free up space for account activating messaging. We also experimented with the placement of this messaging and then with the language and benefits used to promote the service.

Were we successful?

Yes, absolutely. Our work resulted in an increased awareness of the benefits of a HSS account amongst trade users. It also helped the digital team to present figures internally which demonstrated an appetite for trade users to shift to online processes. The client was then able to use this as a proof of concept for a larger online trade project. 

The success of this particular campaign was three-fold. In addition to increasing account activation and demonstrating an appetite, it also had an operational impact. It relieved the pressure on store managers who were facilitating requests that can now be completed online.

Key Results

100% increase in access to account activation

31% increase in trade users logging in

25% increase in trade registrations

POCfor larger online trade project

We came to the team with a clear brief to drive greater engagement and conversion for specific customer types and have been really pleased with the final results.

David Lee
Working with User Conversion forces us to be more proactive
David LeeLead Product Owner
Neil Sumner
The amount of detail and thoroughness they went into was spectacular
Neil SumnerDirector of Digital and Marketing
Perri Savage
The team are great. Couldn’t do it without them.
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
Really impressive and wouldn’t hesitate to recommend them.
Thomas TregellesGroup Head of eCommerce
Sarah Collett
Accelerated our optimisation efforts by a factor of 50.
Sarah CollettMulti-Channel Director
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Lauren Juster
8.7% improvement in conversion rate attributed directly to their work
Lauren JusterSales and Marketing Director
Julie Austin
They always have our customers at the heart of all they do
Julie AustinMarketing and Digital Director
David Lee
Working with User Conversion forces us to be more proactive
David LeeLead Product Owner
Neil Sumner
The amount of detail and thoroughness they went into was spectacular
Neil SumnerDirector of Digital and Marketing
Perri Savage
The team are great. Couldn’t do it without them.
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
Really impressive and wouldn’t hesitate to recommend them.
Thomas TregellesGroup Head of eCommerce
Sarah Collett
Accelerated our optimisation efforts by a factor of 50.
Sarah CollettMulti-Channel Director
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Lauren Juster
8.7% improvement in conversion rate attributed directly to their work
Lauren JusterSales and Marketing Director
Julie Austin
They always have our customers at the heart of all they do
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
I like the holistic approach User Conversion take to their work.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
A 22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
We’re now testing to help prioritise work and reduce risk
Amanda DoronEcommerce & Trading Manager
Thomas Tregelles
They have been instrumental in our personalisation strategy
Thomas TregellesGroup Head of eCommerce
Neil Sumner
They didn’t talk about a generic approach, but one that was personalised to our audience
Neil SumnerGeneral Manager eCommerce
Sarah Collett
Paid for themselves in the first month, three times over.
Sarah CollettMulti-Channel Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
I like the holistic approach User Conversion take to their work.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
A 22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
We’re now testing to help prioritise work and reduce risk
Amanda DoronEcommerce & Trading Manager
Thomas Tregelles
They have been instrumental in our personalisation strategy
Thomas TregellesGroup Head of eCommerce
Neil Sumner
They didn’t talk about a generic approach, but one that was personalised to our audience
Neil SumnerGeneral Manager eCommerce
Sarah Collett
Paid for themselves in the first month, three times over.
Sarah CollettMulti-Channel Director