biffa bag quotes
Reducing drop-off in the bags quote journey by surfacing pricing earlier and improving signposting
timeframe
UX/UI · B2B · E-commerce · Customer Journey Review · Conversion Optimisation
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the problem
Users were leaving the quote journey at a high rate before completing a purchase. A review of the flow suggested two likely causes: pricing wasn't visible early enough, creating uncertainty at the point of commitment, and the signposting around when payments would be taken was unclear. Which added confusion at exactly the moment users needed reassurance.
our hypothesis
If we surfaced pricing earlier in the journey and made payment signposting clearer, we could reduce uncertainty, build trust, and bring more users through to checkout.
What we did
Reviewed how other brands handle upfront pricing in similar e-commerce flows — strongest examples consistently showed pricing before the final step with transparent labelling.
Mapped the current Biffa quote journey end to end, identifying where pricing could be introduced and where signposting was creating confusion.
Built an evidence-backed rationale to present to the client, who had reservations about showing price early, using competitor examples to make the case for what users need to move forward.
The design
We designed two variants: one showing pricing before the final stage, and one without giving the client a side-by-side to compare against their existing hesitations. Both variants included clearer payment signposting, addressing the confusion around when charges would be taken. The designs made the case that transparency at the right moment isn't just better for users- it's better for conversion.
The outcome
While the client had reservations about leading with price, we designed a solution that introduced it earlier in a more considered way — supported by clearer signposting throughout the journey.
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