A quote page for people wearing work gloves
Fleet managers were abandoning a fourteen-field quote form. We rebuilt it as three steps and cut the drop-off to almost nothing.
- Client
- Chinook Fleet Services
- Sector
- Commercial fleet maintenance
- Service
- Landing Page
Chinook Fleet Services
01 · Overview
Chinook maintains commercial vehicle fleets for construction, agriculture and energy companies across southern Alberta. Their quote request form asked fourteen questions on a single screen, including two that most fleet managers had to leave their desk to answer.
Analytics showed 84% of people who started the form never finished it. The ones who did were the most motivated, which meant Chinook was only hearing from prospects who were already sold.
02 · Goals
- 01Reduce quote form abandonment without losing the information sales needs
- 02Work properly on a phone in a yard, in daylight, with gloves on
- 03Let fleet managers get a rough number before committing to a conversation
- 04Route enquiries by fleet size so the right person calls back
03 · What we did
- 01
Split fourteen fields into three steps
Step one asks three easy questions and shows an indicative price range. Steps two and three collect the operational detail, by which point the person is invested enough to go and find it.
- 02
Gave a number before asking for contact details
The indicative range appears after step one, before any contact information is requested. It costs Chinook some leads and dramatically improves the ones that come through.
- 03
Designed for outdoor phone use
Large tap targets, high contrast tested in bright daylight, minimal typing, and dropdowns instead of free text wherever the answer set was known.
- 04
Routed by fleet size automatically
Fleets under fifteen vehicles go to the service desk. Larger fleets route directly to the operations manager, who was previously finding those enquiries days late.
04 · Deliverables
- Three-step quote request flow with indicative pricing after step one
- Automatic enquiry routing by fleet size
- Mobile-first design tested outdoors in direct sunlight
- Conversion tracking across each step to identify drop-off
- Integration with the existing service scheduling system
- Six weeks of post-launch monitoring and two rounds of adjustment
05 · Results
Showing a price range before asking for a phone number was the argument we had to win. Chinook now gets fewer tyre-kickers and more signed contracts, and the operations manager stopped finding large-fleet enquiries three days after they arrived.
- Form abandonment
- 84% to 19%
- Drop-off among people who began the quote request.
- Completed quote requests
- +147%
- Monthly average across the six months after launch.
- Faster response
- 2.1 days
- Average time to first contact on large-fleet enquiries.
- New fleet contracts
- 11
- Signed in the first two quarters, attributed to the page.
We will walk you through this project in full, including the parts that did not work first time.
Book a session and we will take you through the Chinook Fleet Services build properly: the decisions, the trade-offs and what we would do differently. Then we will tell you honestly whether the same approach fits your business.
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Every one of these began with one honest conversation.
Tell us what is happening in your business right now. We will tell you whether we can help, what it would cost and how long it would take, in writing, before you commit to anything.
- Emailhello@harwoodmedia.ca
- Phone(403) 555-0182
- Response timeEvery enquiry answered by the next business day.
