Simplified a complex digital journey into one smart question, delivering 9.9% conversion, over twice the industry standard.
Building confidence
Worcester Bosch had developed a wide range of digital tools, including product selectors, quote calculators, and support content. But as more features were added, the overall experience became fragmented. Customers arrived with clear intent but were often unsure where to start.
The site offered too many ways in, making it harder to act and even harder for Worcester Bosch to track what was working.
Fragmented journeys were costing conversions
User research backed up what the data was already suggesting, customers didn’t want to choose between tools, they wanted a clear guide. In May 2024, a joint ideation workshop led to a single intelligent question that would become the starting point for every journey.
Building confidence through guided discovery
We designed a smart prompt - “How can we help you?” - that now sits at the top of the homepage, guiding each visitor based on real user intent.
Shaped through interviews and testing, the tool was built using Laravel, JavaScript, and CSS, and integrated into Bosch’s platform with Cyber-Duck. Every route is tracked in Google Analytics, giving Bosch full visibility into user behaviour and opportunities for improvement.
One question that transforms the entire experience
The new entry point sits prominently on the homepage, immediately addressing choice paralysis with a single, clear question.
Routing logic is based on real user behaviours captured during discovery, with each pathway now tracked comprehensively in Google Analytics.
This gives Bosch unprecedented visibility into user journeys, bounce rates, and conversion data across their entire digital ecosystem.
A measurable difference
The Single Purchase Journey delivered immediate results. 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 improved, bounce rates dropped, and completion across the wider toolset passed 80%.
Bosch now has full visibility of user behaviour, enabling smarter decisions and ongoing optimisation. What was once fragmented is now joined up, delivering clear value for both the business and its customers.
