Customer experience
Try your enquiry journey on a phone.
Four questions and one real journey can reveal where a potential customer needs more clarity.
Open your website on your phone. Pretend you have never heard of your business. Before looking at the design in detail, try to understand what the company does and take the next step as a customer would.
Read it as a new visitor
Your team already knows your services and the language you use. A prospective customer may be comparing several options between other tasks. Ask someone outside the business to explain what they understand from the page.
- What does this company help me do?
- Is it relevant to a business like mine?
- Why should I trust it?
- What happens if I get in touch?
Follow the whole enquiry
Start at a page a customer is likely to arrive on, rather than assuming everyone begins at the homepage. Follow the route through to an enquiry, using an agreed test submission if the form is live.
Look for moments of hesitation: unfamiliar language, a vague button, a form asking for information you do not have, or no explanation of what happens next. Check that labels remain visible when you type, errors explain how to recover and the confirmation tells you what to expect.
Record what happened and where. Screenshots and the visitor’s own words make a more useful improvement brief than a general view that the site needs to feel more modern.
Choose a change you can assess
One observation is a prompt to investigate. Compare it with available analytics, enquiry quality and customer feedback. Where traffic or data is limited, be explicit about what you can and cannot conclude.
Prioritise the friction affecting the most important journey. Give each proposed change an owner and a way to assess it, such as successful form completion or fewer questions about the next step.
Rethink’s website conversion review turns those observations into a prioritised improvement brief. Delivery support can help your team carry the changes through and review the evidence afterwards. When did someone outside your business last try your enquiry journey?