Upstix
Conversion funnel
Heuristic evaluation
No emphasis on cash offer: Free online cash offer claim should be explained better and prioritised - it is not clear for some users if Upstix provides an evaluation or a real offer
‘Get my offer’ CTA to be more visible: Although the CTA is inactive until the user has selected an address, the CTA should be more visible in order to improve accessibility.
Capture email on this first step: Capturing the user’s email on the homepage (or as a first field in the form) will allow retargeting users in the case of them dropping off during the task.
Auto focus: “Tab”click sufficient by moving the focus to the next interactive option on the page - although it is recommended to focus on the first field on the page loaded.
Active and inactive state do not change visually: in order to optimise accessibility, when users select a field, this field should change its appearance - In this case the logic of moving the label up could create accessibility issues.
Main explanation copy to be optimised: Users tend to not read long paragraphs - an optimisation would be to have several shorter paragraphs and bullet points.
Animations lead to user’s attention: We want to be sure the animations are placed in the right area of the page.
This animation on the right side of the homepage hero-content could lead to distractions.
A better option could be animating the main CTA in order to attract users' attention.
Start by typing your address label: The label should be optimised with “Start typing your postcode” - A postcode is shorter to type especially on mobile
Social sharing is distracting on the homepage: The social sharing component is distract the user from the main CTA (on mobile could also lead to involuntary interactions with the browser UI)
Steps numbers: Using a steps countdown could be confusing to the user - we suggest to user a progressive numbering system (1 2 3)
Missing source in the quotes: There is no mention to the source in the quotes - we suggest to mention the customer (or a fictitious name)
Reducing the length of paragraphs: Especially on mobile specifics items in the “Our customers commitments” looks too long - Users tends not to read long paragraphs.
Use of white space and dividers in FAQs: On mobile devices there is room of improvements for the FAQs component readability - White space and dividers can be use to chunk the information
Description very long - Long text is usually not read by users. To emphasise the content of the Upstix Guarantee, it needs to be easily digestible.
Animations are attracting user’s attention - The animations within the boxes image are taking focus away from the actual content of the FAQ area without adding any value.
Additional info regarding support and phone number contact - The grouping of the contact information with FAQs seems disconnected and should sit underneath this area rather than being grouped together. (no issue on mobile structure)
‘White’Space not used - Areas on the page that are not used and don’t hold any value. This increases the length of the page and makes people scroll for no reason.
Email and call written out as words - Icons are easier to recognise and recall for users.
Active and inactive state do not change visually: in order to optimise accessibility when users select a field, this field should change its appearance - In this case the logic of relocating the label could create accessibility issues.
Auto-scroll page on mobile when keyboards opens: The page on mobile should scroll (with the selected field still visible) in order to show the list of addresses above the keyboard.
Wrong color pattern used on “get my offer” field: The red outline pattern is used in the rest of the form in order to flag errors - this is a design challenge to find another visual way to highlight the field.
Inactive field
Active field
On this page “active state” works but not auto focus: It is recommended to focus on the first field on page loaded - also in order to maintain internal consistency, the active state should be replicated on the homepage as well.
Fields must be optimised in length in relation with their content : Phone number, email address and “why are you selling” should be reduced in length.
First name and last name only accept letters without spacing: The fields must be optimised for multiple names / surnames.
Phone field does not accept foreign phone numbers: Although the market is primarily UK, the field should accept international country code (+XX) phone numbers (dropdown selector required)
Required field error message on “why are you selling” persistent : The error message keeps showing event after the user selects an item in the dropdown list - the error message should disappear immediately after selection in the list, otherwise it could lead to confusion.
Offer manual amendments if the property doesn’t match: Instead of asking users to contact Upstix team, we could offer a manual amendment option.
Balancing primary CTAs size: The primary CTA should be bigger and more visible of all other interactions
Step 2 of 2 is unclear: There is no mention to a step n1 - we may want to frame it on the homepage “get your offer in just 2 steps”
Join mailing list: To be added at the end of the form.
Specifications of the property mistaken as CTAs: Based on the heatmap gathered from Hotjar, users mistake the specifications of the address found for CTAs - the issue can be addressed with a change in design, adding the specifications to the form block.
Broken link for the logo on https://sell.upstix.com/enquiry: Standard behaviour of the logo is to redirect users to the homepage, instead, on the enquire page, the logo opens a blank page containing only the address search field.
Users are completely cut out from the other website pages as the menu disappears on this page (https://sell.upstix.com/)
Optimisation of Live chat and call phone number CTAs: The 2 CTAs can be optimised in terms of affordance and interaction patterns (Open live chat, Call 0203 744 0249)
Move beginning of the form above page fold: In order to improve the form completion rate, we can show part of it above the page fold.
Required field error message on “why are you selling”: The error message keeps showing up even after the user selects an item in the dropdown list - the error message should disappear immediately after selection in the list, otherwise it could lead to confusion.
“Why are you selling” mandatory: Reducing the number of mandatory fields can improve the progression rate.
Phone field on mobile should open numeric keyboard: The phone number field should open the optimised keyboard in order to facilitate users.
“I’m looking to sell in” choices optimisation: The last option could be optimised to “3 months or more”
“Why are you selling” mandatory requirement: Necessary at this stage?
Book my viewing CTA: It is not explained why the customer has to book a viewing - a brief explanation of the next step must be provided before the CTA. - a more accurate explanation is provided later in the page
Not right now CTA: It is not explained what will happen if the user interact with “not right now” - we should provide a clear label or a brief explanation of the next step.
Remind me functionality: We could add a remind me option after the offer expiration date.
“Not the details you expected” manual amendment option: An option to amend manually the details of the property could be added here - the journey will move from option A to option B (in person appraisal with Connells Group)
It will take more time & effort than claimed: Based on the claims on the homepage (see below screenshots reference) the user should receive an online instant offer, instead they end up booking an appraisal - we should offer users at least an offer range when a specific offer is not available
Conflicting information: At the top of the page it sounds like the Connells Group evaluation is a standard phase in the process - at the bottom area, it sounds like it will happen only because Upstix don’t have enough data available for an instant offer.
The outcome of booking an appraisal is not what expected: Users are asked to create an account in order to book an appraisal - this is not mentioned anywhere before taking the action.
Create an account value: The explanation of why the user needs to create an account currently sits after the main action - it should be before
No feedback message: “I didn’t receive an email” CTA doesn’t provide any feedback
Amend user email CTA missing: “Amend your email option” could be implemented on this page if the user entered a wrong email through form.
Font optimisation & alignment: Left aligned and 16px min, improves readability (applicable on the whole website)
Email verification and account value: The email does not explain the benefits of creating an account - If we want to keep ‘creating an account’ as mandatory step, we should explain on the email (and on the website as well) why it is beneficial to the user.
Email doesn’t match website design: The email content should be optimise in order to improve brand recognition.
Increase opening rate through email title: We can increase the opening rate through personalisation in the title.
User name + “book you appraisal for…”
‘Create an account’ only when needed: We can move the step of creating an account after an offer is proposed to the customer.
Missing introduction on create account page: When users open the page, there is no context around why they need to create an account. They are prompted directly to create a new password.
“Your password must contain” indicator: In order to facilitate the user creating a password, we can apply checks that show when all requirements are met.
“Your password must contain” requirements: The ‘must contain’ asks for upper and lowercase letters, but the example in brackets only shows lowercase options.
Sorry your offer is expired: We should provide users with a quick way to re-submit the form request directly on the page.
Forgot my password bug: If users interacts with “forgot password”. Auth0 returns an error message.
Leveraging loss aversion in the email: As the offer will expire, we need to point out that the link in the email will expire as well. This can be addressed in the email copy (and eventually through automated emails reminders)
Thanks