With the revamped website, we aimed to tackle the main challenge of long wait times by raising awareness and increasing usage of the appointment booking system. Successfully doing so would allow us to streamline the test ride and purchase process. This translates to increased efficiency for the business and reduced frustration from the customers and staff.

Declutter Navigation & Increase Salience

The first change we implemented was to condense the items in the existing navigation bars to one concise one.

The existing website had 3 different headers, each with its own unique items. It got more confusing in the website’s mobile version where each header had its own hamburger menu icon. Since one out of the numerous menu items was the call to action (CTA) to book an appointment, it was easily overlooked.

With the consolidated navigation bar, the book test ride CTA is more visible and clearly displayed.

We implemented 2 changes aimed towards helping customers make a more informed decision about the bikes they would like to test ride and/or purchase.

These changes strive to help customers filter down their choices so they would not be overwhelmed and there is less strain on their decision making capacity.

We implemented a new Bike Finder Quiz feature to provide customers with bike recommendations based on their cycling habits, bike requirements and budget. This would cater to the first-time bike buyers, who are considered one of Passion Gadgets’ main clientele, by filtering down the number of bike options they would have to consider and help them make a decision without the need to rely on the staff’s advice.

More importantly, we included the book test ride CTA at the confirmation page of the quiz to direct more customers into making an appointment for their test ride.

• Comparison Tool

We also made changes to the existing comparison tool such that the compare CTA button is more visible.

The revised comparison page also includes a comparison table for important information that customers look out for such as price, brand and other more technical bike specs. This caters to the demands of the bargain hunters who would often make multiple comparisons before making a decision to purchase a bike.

Similarly, we also included the book test ride CTA at the revised comparison page so customers would pay more attention to it and use it to make an appointment for their test ride.

• Book Test Ride Bike Selection

To integrate the recommendations and comparisons, we updated the book test ride feature to include a section on bike selection.

If the customer clicked on the book test ride CTA from the quiz confirmation or comparison page, their bike results would be auto-populated into the section.

This quality of life update would reduce the stress of having to browse through too many bike options and help the customer stay focused on only a few good choices.

Provide Clear Instructions & Reduce Confusion

Lastly, we needed to clear up a common confusion that many customers faced - what is the difference between the test centre and the retail store?

Our solution was to provide a bike buyer’s guide on the home page which detailed a typical customer’s bike purchase journey with Passion Gadgets in a series of steps.

This instructional guide provides clear actionable steps that customers could easily follow if they are unsure of where to begin. The guide also featured a detailed map outline of the 2 locations as well as key street names and landmarks in the vicinity.

Furthermore, this was an additional opportunity to incorporate the CTAs we aimed to highlight and direct more customers into using the Bike Finder Quiz and Book Test Ride features.