Find a Sparkie
Website Case Study
The team behind ‘Find a Sparkie’ came to us with an idea. They wanted to develop a responsive website that allowed users to sign up and pay a nominal fee to receive fast and reliable quotes from local tradesmen.
Our challenge was to identify the target market and product pricing required.
To do this, we asked:
The Hunted Hive designed and developed a responsive website landing page, which consisted of an online form with a Stripe payment facility. We created a strategy to economically test the market and determine the viability of the proposed business. This strategy involved defining what would constitute a successful outcome for the system, hypothesising users perceptions of price and value, and determining bottlenecks - which became apparent in the user experience and A/B testing.
The team created an A/B test experiment. The focus was to find out whether users were prepared to pay to receive quotes from electrical contractors. During this experiment, several price points were tested to determine the optimal price range. The price points used were; the original price at $5.00 and free option, $10.00 and free option, $20 and free option, and no visible price option.
Over a seven-day period, Google (PPC) Advertising was used to drive visitors to the site, start recording click-through rates and generate statistically significant values to record results.
The team successfully identified a strategy that used the smallest possible effort but gained maximum outcomes, results and answers.
The website received a total of 299 unique visitors over a seven day period. There were 11 visitors who clicked the “Contact Us” form button at the bottom of the page. We believe this showed that a high number of users were interested in contacting the company directly rather than filling in the online form to obtain a quote. It was determined that users were more willing to pay $20 for the quote as opposed to the $5 or $10 options. This indicated the users see value in service.
Google Analytics Summary:
We found customers were willing to pay for quotes from reliable electrical contractors.
Our results indicated the optimal price point was $20. This was the highest amount tested.
