ClickMechanic

ClickMechanic launch a new site that boosts conversion by 50%

ClickMechanic Website

About Andrew Jervis and ClickMechanic

 

Andrew is founder of ClickMechanic – an online service that lets you access a network of freelance mobile mechanics. You get a quote and book a car repair online  – and voila, a vetted mechanic comes over to pick up and fix your car. 

Andrew Jervis

Andrew Jervis, Co-founder, ClickMechanic

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50%

Conversion rate increase

14%

Call centre volume reduction

Why did ClickMechanic want to launch a new site?

 
Andrew wanted to update the look of the old ClickMechanic website, eliminate the problems that had been killing conversion, and increase online sales. 
 
He also wanted to find out:
 
  • How customers would react to a new business model that allowed them to choose which mechanic turned up to fix their car
  • Any concerns that might stop customers from booking a mechanic in general
  • Any specific concerns around the concept of booking a mechanic online
  • Any concerns that might stop customers from booking a mechanic via ClickMechanic

How did ClickMechanic use remote UX testing?

 
Andrew wanted to see how people would genuinely behave, in the moments when they tried to book via ClickMechanic. 
 
He didn’t want to make a guess just based on data, or jump to flawed conclusions from survey results. So we agreed to run remote UX tests, where we recorded the in-the-moment actions and spoken thoughts of people using the ClickMechanic site.
 
By watching testers complete a series of tasks, Andrew and his team found 16 major issues that blocked conversion on the site, including this one:
 
 
After two minutes of searching, this user couldn’t find the type of repair they needed
 

What did ClickMechanic achieve from remote UX testing?

 
Basing the design of the new website on the feedback of actual users (as opposed to hunches) meant that:
 

• Conversion rates increased by 50%, rising from an average of 1.6% to a peak rate of 2.4%
• The volume of calls into ClickMechanic's call centre fell by 14.2%, dropping from 1,400 in April 2015 to 1,200 in July—despite an increase in site traffic

 
The insights uncovered by testers helped Andrew and his team make tangible improvements, such as:
 
  • Creating a “Need help?” box that pops up on the “Get a quote” page and answers customers’ most important questions
  • Getting validation from testers that a booking summary right before payment increased customer confidence and conversion
  • Including a walk-through page that helps customers find out which kind of repairs they’ll need

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This user suggests it would be easier to book a repair if the process was more guided
 

What does Andrew think about remote UX testing?

When you make changes to your business, it’s never 100% the right answer – even though you do everything you can. You need to make sure all the changes are the right ones for customers, and are made for the right reasons. Those are exactly the kinds of answers testing with WhatUserDo provides. We can feel confident we’re doing the things we should be doing rather than saying, 'Let’s do XYZ and pray that it works.


 Tips for launching a new website

Don’t base your design decisions on your hunches or what your team likes – it will cost you money

Get insights on what real customers actually want by involving them – it will make you money

Run remote UX tests at the beginning of the design process, as you optimise design options, and at the end, to validate your final design decisions


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