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Driving Lead Growth and Engagement Through Digital Experience Optimization
About Client
Asian Paints is India’s leading paint company and is known for being innovative in the home decor and painting solutions industry. They have a strong digital presence and are focused on continually improving their website experience so customers can easily find information about colors, tools, and services.
Business Challenge
Asian Paints recognized the areas on their website where user interaction was low and needed to be improved to trigger conversions. The three main areas of focus were:
- Home page Navigation: Users interacted very minimally with the paint/Interior Design tools, which assist them in estimating the cost of their projects, and suggest products.. Those are the high-performing pages across the website.
- High Traffic Pages: A high-traffic page gets heavy organic and direct traffic but is not optimized for engagement and lead generation.
- Contractor Profile Pages: These pages did not effectively highlight key contractor details, and suboptimal call-to-action (CTA) placement affected the number of contractor inquiries.
The goal was to improve user navigation, enhance navigation and engagement, and boost lead form submissions on these key touchpoints.
Goal
Improve user navigation and engagement across key pages and drive higher lead form submissions through strategic UX enhancements.
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