PAY SMART CARPETS
PAY SMART CARPETS
Pay Smart Carpets is a pay-weekly flooring brand with over 82,000 customers across the UK. I carried out a full CRO and UX audit across their site: Homepage, PLPs, PDPs, and the booking funnel. I was tasked on finding the friction points that were killing conversions at every stage.
Client
Pay Smart Carpets
Year
2026
Category
CRO / UX Audit
RESEARCH
RESEARCH
I started by understanding who was actually using the site and what the business needed from it. Pay Smart's entire model runs on lead generation,every part of the site exists to get a user to book a free home visit.
The audience is predominantly female, 26–45, on mobile, and their decision to book is almost entirely driven by one question: can I afford this? I worked through session data, heatmaps, and the full booking funnel to find where that journey was breaking down. The form kept coming up. Every time I looked at where leads were being lost, it pointed straight back to the booking funnel.
I started by understanding who was actually using the site and what the business needed from it. Pay Smart's entire model runs on lead generation,every part of the site exists to get a user to book a free home visit.
The audience is predominantly female, 26–45, on mobile, and their decision to book is almost entirely driven by one question: can I afford this? I worked through session data, heatmaps, and the full booking funnel to find where that journey was breaking down. The form kept coming up. Every time I looked at where leads were being lost, it pointed straight back to the booking funnel.
RESEARCH
I started by understanding who was actually using the site and what the business needed from it. Pay Smart's entire model runs on lead generation,every part of the site exists to get a user to book a free home visit.
The audience is predominantly female, 26–45, on mobile, and their decision to book is almost entirely driven by one question: can I afford this? I worked through session data, heatmaps, and the full booking funnel to find where that journey was breaking down. The form kept coming up. Every time I looked at where leads were being lost, it pointed straight back to the booking funnel.
DESIGN AND DEVELOPMENT
DESIGN AND DEVELOPMENT
The form was the biggest barrier to lead generation on the site. Three steps when it needed to be two. A Title dropdown as the first thing a potential lead sees. A full address request before any product context. The primary CTA on step two pushed off-screen on mobile. Every one of those issues was a point where a lead was walking away — and I documented each one with specific fixes tied directly to lead capture.
The single biggest lead generation opportunity on the site was post-submission drop-off. Around 400 leads a week were being lost after the form was submitted because users had no control over when they'd be contacted. I recommended implementing a time slot selector directly into the form, letting users choose a callback window or book a home visit time before they hit submit.
The form was the biggest barrier to lead generation on the site. Three steps when it needed to be two. A Title dropdown as the first thing a potential lead sees. A full address request before any product context. The primary CTA on step two pushed off-screen on mobile. Every one of those issues was a point where a lead was walking away — and I documented each one with specific fixes tied directly to lead capture.
The single biggest lead generation opportunity on the site was post-submission drop-off. Around 400 leads a week were being lost after the form was submitted because users had no control over when they'd be contacted. I recommended implementing a time slot selector directly into the form, letting users choose a callback window or book a home visit time before they hit submit.
DESIGN AND DEVELOPMENT
The form was the biggest barrier to lead generation on the site. Three steps when it needed to be two. A Title dropdown as the first thing a potential lead sees. A full address request before any product context. The primary CTA on step two pushed off-screen on mobile. Every one of those issues was a point where a lead was walking away — and I documented each one with specific fixes tied directly to lead capture.
The single biggest lead generation opportunity on the site was post-submission drop-off. Around 400 leads a week were being lost after the form was submitted because users had no control over when they'd be contacted. I recommended implementing a time slot selector directly into the form, letting users choose a callback window or book a home visit time before they hit submit.
OUTCOME
OUTCOME
The time slot recommendation targeted the 400 leads a week being lost after submission, the single biggest leak in the entire funnel. Every recommendation was tied to a specific point in the lead generation journey from first landing on a product page through to a booked home visit.
The time slot recommendation targeted the 400 leads a week being lost after submission, the single biggest leak in the entire funnel. Every recommendation was tied to a specific point in the lead generation journey from first landing on a product page through to a booked home visit.
OUTCOME
The time slot recommendation targeted the 400 leads a week being lost after submission, the single biggest leak in the entire funnel. Every recommendation was tied to a specific point in the lead generation journey from first landing on a product page through to a booked home visit.
More Works More Works
More Works More Works
