Case Study - eCommerce Sites

AAA's Road to Persuasion, Emotion and Trust:
HFI collaborates on website design using new PET design™ methodology for persuasion, emotion, and trust

Challenge: Showcase product range, improve conversion

AAA Mid-Atlantic wants people to know it offers more than just roadside assistance. Its assortment of products and benefits includes member discounts, financial services & insurance, travel & entertainment packages, and more.

HFI collaborated with AAA Mid-Atlantic on a website redesign to:

• expand consumer awareness about range of offerings
• create a more persuasive online experience to increase uptake and conversion

HFI's Approach: Create a guided path for customer discovery

HFI combined classic usability practices with its new PET design™ methodology for optimizing persuasion, emotion, and trust – including eye tracking studies.

• In-depth research identified people's wants, needs, motivations, and expectations.
• Analysis found the existing AAA website didn't encourage people to explore new products, go deeply into the content, or even notice prominently displayed offers.

HFI developed a new site structure that promotes consumer discovery and cross-sales through a carefully orchestrated guided path. Instead of selling everything everywhere, the site now leverages "seducible moments" to present the right offer at the right time – including things that visitors didn't even realize AAA offered.

Results: Improved sales and product exposure

AAA Mid-Atlantic has enjoyed dramatic benefits since the launch of its redesigned website.

• Expanded awareness: Site visitors discovered and remembered twice as many products and services; page views have soared in nearly every category.
• Increased conversion: Membership page visits and leads have exceeded a 200% increase; online renewals for all membership types are higher.
• Improved usability: 99% of usability test subjects successfully completed their tasks vs. only 54% with the old design.
• Brand appeal: Tests showed the new design is unanimously preferred over the old site.

New design encourages customers to explore a wider variety of AAA's offerings

Key content, like membership benefits, was rewritten to be more persuasive

Before	After

Find out how HFI can improve your Web site or application.
Contact hfi@humanfactors.com or call 1-800-242-4480