The primary objective for this product was to match the homeowner’s vision of what they hired us to do. What job or problem do they want solved or completed? Renovate America’s customers aren’t buying solar panels, windows or HVAC systems; they’re buying the experience these products provide.
The improved experience resulted in a substantial lift in leads of 44% and an increase in completed applications.
Below, in numerical order, are details explaining the strategy behind the experience.
“When I first come to the site, I want to understand immediately who you are, so I can trust you to solve my problem”
1) Job Story (users perspective)
In the video below, which tends to be a users first experience, they need to be engaged in a way that’s meaningful to them, reduces anxiety, and helps them understand who we are. Focus on mood - captivating stories that calm the mind and radiate good energy, positive feelings tend to encourage users to reward themselves more generously.
Start removing anxiety with narrative and rotate in other emotional concerns:
Assurance: “the first day the contractor showed up at my door ...”
Protection: “From the day we started to the day we finished ...”
Credibility: “My neighbor was right, they knew what they were doing ...”
Dependability: “The contractor delivered on what he promised ...”
Optimism: “My children are playing outside on the turf ...”
“When I shop for financing, I want to know instantly if I qualify, so I can save time”
2) Job Story
In the eligibility check above, homeowners begin the qualification process for financing. This is a critical stage in the success of the business and is therefore persistent throughout the site.
3) Reason to Believe (above)
This section is about addressing a homeowners primary concerns:
• Am I saving money?
• Is this a safe investment?
• Is the process easy?
The illustrations do more than just support the copy, they deliver at-a-glance, memorable content to help reinforce a message of trust, reliability, and integrity.
