De Uitdaging

GrubTerra aimed to scale but found their growth limited by the performance of their website. Since A/B testing wasn’t yet feasible, Polaris Growth focused on a combination of in-depth qualitative and quantitative research. Based on the findings, we provided tailored UX recommendations designed to improve the user journey and optimize overall site performance.

In our case study on GrubTerra, we began with a heuristic analysis of the website across both desktop and mobile platforms, evaluating how clearly key information was communicated and how effectively the site engaged users. This process helped us pinpoint potential conversion barriers and assess the strategic positioning of content throughout the customer journey.

Next, we dove into Google Analytics for a funnel analysis to uncover where users were dropping off. We paired this with heatmaps and scrollmaps to gain a visual understanding of user behavior—how far they scrolled, what they clicked, and what they ignored.

To complement the quantitative data, we also ran user surveys to collect direct feedback. This gave us context behind user decisions and helped validate our hypotheses.

By combining insights from these multiple data sources, we proposed targeted improvements to the user experience—designed to better guide visitors through the site and increase conversion rates for GrubTerra.

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