Meet Graham

What are his motivations as a website user?

Graham is looking for a new mobility scooter for his wife. He has a quick scan of some reviews on Google and finds a reputable company that he hasn’t heard of before, so he wants to give them a go. He is looking whilst on his break at work, so he doesn’t have long to look.

  • A new user looking to social proof for direction
  • Judging a companies’ credability from it’s website
  • Looking for to make an emotionally fuelled purchase

What are his frustrations?

He heads over to their website and is impressed by the design. He thinks the images are professional and showcase the products well whilst the copy is detailed but concise. However, once he reaches the pricing structure, he finds it confusing.

This makes him question whether the company is reputable if they are being coy about their pricing. It also isn’t clear what will happen after he gets in touch. Would they call him back? Would there be an e-mail? Would they arrange a meeting? He grows frustrated and decides to look at another brand that has clearer prices.

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The Outcome

As his wife has struggled a lot when coming off kerbs and turning on tight pavements, the brand he chose not to go with would have been more suitable for them.

They had added features available which would have proved a great solution to her current problems, but the miscommunication led him to mistrust the site.

This meant that the site lost a conversion due to a lack of information on pricing and about the next steps following on from his initial interaction.

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Did you know that %

of people base credibility of a company by their website. Including how their website looks, feels, and responds to the user journey.

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