Huq Industries
/website performance and lead optimisation
“Since we implemented Waypoint’s recommendations our inbound enquiries have seen a four-fold increase. ”
the background
Huq Industries is one of the world’s leading providers of mobility data, providing accurate real-time mobility data insights for its customers throughout Europe, Asia and the US. Since its inception in 2014 Huq has enjoyed strong growth through a mixture of outbound and inbound marketing activities, with its website acting as a central hub for information and lead generation.
the issue
In early 2020 the Huq marketing team asked Waypoint to carry out a full UX audit and analysis of their website, across desktop and mobile devices, to further optimise lead conversion.
the solution
In order to conduct our analysis and provide specific recommendations to drive conversion, we broke the work into three distinct phases:
findings and recommendations
Following this 3-phase process we were to provide evidence and a detailed set of recommendations to improve conversion performance.
the result
Following our presentation in June 2021, the Huq marketing team implemented our recommendations and pushed the new content and layout live in September. The impact was immediate and dramatic as shown in the graph below with inbound enquiries increasing four-fold by the end of October.
“Through clear signposting and funnelling we are providing visitors with a much clearer user journey and as a result the quality of our leads has improved.”
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