Worcester Bosch had developed a wide range of digital tools, including product selectors, quote calculators, and support content. As more features were added, the overall experience became fragmented. Customers often arrived with clear intent but were unsure where to start.
The website offered too many entry points, creating decision fatigue for users and making it difficult for the business to understand which journeys were working and which were not. Fragmented paths were directly impacting conversion.
User research reinforced what the data was already suggesting. Customers did not want to choose between tools. They wanted guidance. In May 2024, a joint ideation workshop identified a clear opportunity: simplify the experience into a single, intelligent starting point.
The solution centred on guided discovery. A smart prompt, “How can we help you?”, was designed to sit at the top of the homepage and act as the entry point for every journey.
The experience was shaped through user interviews, behavioural insight, and testing. Routing logic was built around real intent rather than internal product structures. The tool was developed using Laravel, JavaScript, and CSS, and integrated into Worcester Bosch’s platform in collaboration with Cyber-Duck.
Every route was fully tracked in Google Analytics, giving the team clear visibility into how users moved through the site, where they dropped off, and what drove progression.
By replacing multiple competing entry points with a single, prominent question, choice paralysis was removed immediately.
Users were guided to the right outcome based on their needs, while Worcester Bosch gained consistent, comparable data across journeys. Bounce rates, navigation paths, and conversion behaviour could now be understood at an ecosystem level rather than in isolation.
The Single Purchase Journey delivered a measurable improvement across the platform.
37.7% of users who selected “I need a new boiler” completed a next step. Overall boiler conversion rose to 9.9%, more than double the industry average. Navigation clarity improved, bounce rates dropped, and completion across the wider toolset exceeded 80%.
What was once a fragmented experience is now a joined-up journey. Worcester Bosch has full visibility of user behaviour, enabling smarter decisions and continuous optimisation, while customers benefit from clarity, confidence, and a simpler path to purchase.
