Kitchen Restoration Service
The UK's leading kitchen restoration provider was capturing demand but losing it in a friction-filled quote journey. Research-led CRO turned interest into action.
A kitchen restoration service specialising in custom replacement kitchen doors, drawer fronts and worktops across the UK. Over 10 months (Jan to Oct 2025 vs the previous year), a research-led CRO programme drove 1,344 extra quotation requests. At roughly 3 quotations to 1 sale and a £3,000 average order value, that translated into around 448 additional sales, £1.3M in extra annual revenue and about £268k in net profit at a 20% margin.
The brand was successfully capturing interest but struggling to convert it into action. Users hit UX friction throughout the purchase journey. Key information was hard to find, navigation wasn't intuitive, and the path from browsing to requesting a quotation was full of unnecessary obstacles. These small barriers added up, causing potential customers to hesitate or drop off at the exact moments where clarity and reassurance mattered most.
- 1
Ran stakeholder interviews to pinpoint what genuinely sets the brand apart, and how that USP should show up across the journey.
- 2
Combined GA4 funnel data with qualitative insight to find the exact steps where users were dropping off.
- 3
Prioritised A/B tests on the highest-traffic pages first to generate impact quickly.
- 4
Redesigned supporting pages and key flows to remove friction and answer common hesitations at each stage.
A strong but hidden USP
Stakeholder interviews surfaced a genuine differentiator that simply wasn't coming through across the site, so it never influenced the decision.
GA4 pinpointed the drop-offs
Funnel analysis showed the exact steps where users abandoned the quote request, so effort went to the pages that actually moved revenue.
Friction at the point of decision
Key information was hard to find and the path to a quotation was full of obstacles, making users hesitate at the moments where clarity and reassurance mattered most.
The numbers moved
“Forward thinking in his approach to our brief. As a client I was impressed with both his deliverables. I would happily work with Syed again, and would certainly recommend him as an asset to any team.”
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