Creating an improved experience to increase membership signups.
TRP is a division of PACCAR Parts that sells aftermarket parts for practically all makes of medium- and heavy-duty commercial vehicles. With a new website coming from an outside agency, we were given the opportunity to offer UX and design suggestions to help enhance the experience. The client was having difficulty garnering consumer interest in their new loyalty savings program, TRP Performance, and wanted more membership signups.
The client’s old website was not much more than a catalog of parts with no ecommerce. TRP’s business model still relies on physical dealerships to make the sales, with the site as a marketing tool, so it stood more as a means to inform customers on product and discount offers.
We had received some initial designs from the digital agency the client was working with and had concerns. We felt that their home page idea was cluttered, and not very compelling. We also had deep concerns with the system this agency had in mind for registration, a large form for users to fill out.
With only a week to take something to the client, we leaned into our learnings from PACCAR’s other brands, Kenworth and Peterbilt, and any best practices we knew in web design, especially web form design.
Our timeline didn’t give us room to create wireframes and follow a full process, so we opted to making high-fidelity layouts to show the client, but we needed to support our concerns and suggestions, so user flows were created to compare what PACCAR’s digital agency was creating versus a better path to achieving their results.
We wanted to show how a longform registration would create an issue where you can’t have leads, while breaking it up into two parts would allow those who bounce after step 1 to have given us enough information so we can communicate with them, as well as make it easier to finish their profiles be it online or at a dealership.
Our final proposed layouts included a new home page and the full registration process. For the home page, we took a panel approach to highlight the main points of information the client prioritized:
While members can quickly log in off any page, we wanted a landing page for those leads who didn’t give us a full profile. A simple message with reasons to buy, and an incentive to finish their profiles. This page would appear if a lead tried to log in.
The registration process was broken up into two parts with clear visual references to let the user know how much more they had to do in order to sign up. The beauty of the two parts is that if a user bounces after step 1, we can communicate to them with deals and a push to finish their profiles.
The two member information pages were also streamlined to more easily separate the content and prioritize the information that mattered the most to the customers.
The client was very pleased with our proposal, and did implement our ideas on registration and membership pages. They have seen a 16% increase in leads now becoming full members, and a significant drop in those who bounce after step 1.
With the home page, the client decided to borrow aspects of our design and create their own final solution. They strongly felt that customers should be able to click and look at parts categories right from the home page, but our findings more suggest that it would make things too cluttered, as a search function would be more appealing to the average user. However, the client has implemented more content into their home page experience.