React reinvigorates AHS.com, setting a new standard for the home warranty category.

The Background:

Create a website that educates, builds trust, and drives conversion.

American Home Shield (AHS), a leader in home warranty services, faced several challenges with their existing website, AHS.com. The site had an outdated design that did not align with modern user expectations and lacked a seamless user experience. Navigation was clunky. The site’s mobile experience was subpar, which was a critical issue given that a growing percentage of users accessed the website from their smartphones. High bounce and low conversion rates hurt AHS’s ability to engage potential customers and maximize sales. The company knew it needed a website overhaul to improve user experience, increase engagement, and drive more conversions.

AHS wanted a platform that didn’t just look good—it needed to educate users on the importance of home warranties, guiding them from awareness to action. React took on the challenge, crafting a streamlined, user-centered website focused on two critical goals: education and conversion. By aligning AHS’s needs with those of their audience, React created a platform that smoothly navigates users through each stage, from introduction to education, consideration, and finally, conversion.

The Experiment:

Educate through simplicity.

The key to success was building trust through clear, accessible information. React transformed complex home warranty concepts into simple narratives that showed users the value of AHS warranties. Through tools like coverage comparisons, testimonials, savings calculators, and cost breakdowns of common home repairs, React made the buying process straightforward and empowering.

The result was a user-first educational platform that:

• Elevated AHS’s brand promise with accessible, valuable information.
• Simplified the reasons for investing in a home warranty.
• Provided plan tools and comparison options to help users find the right fit.
• Guided users down a conversion-focused path with ease and confidence.

The Formula:

An educational experience that converts curious visitors into confident AHS customers.

React’s multidisciplinary approach brought together expertise across key areas, including:

• Creative
• UX/UI Design
• User Testing
• Development
• SEO & Analytics
• Ongoing Maintenance

We began with an extensive user experience (UX) audit, analyzing user behavior data and gathering customer feedback to pinpoint the areas that needed the most attention. The redesign plan focused on three main objectives: creating a more intuitive navigation structure, modernizing the visual design, and optimizing the site for mobile users.

The new website featured a cleaner, more visually appealing layout with a focus on ease of use. The homepage was reimagined with engaging visuals and a simplified message hierarchy, directing users to key actions, such as getting a quote or learning about coverage plans. Navigation was revamped to be intuitive, with a clear menu structure and user-friendly pathways that made it easier to find essential information. React also ensured that the site was fully responsive, providing a seamless experience across all devices, from desktops to smartphones.

To improve engagement and conversion rates, React optimized the quote process, reducing the required steps and making it easier for users to complete. Interactive elements, such as plan comparison tools and a dynamic FAQ section, were introduced to help users make informed decisions. Furthermore, React implemented faster load times and improved site performance to enhance the overall user experience.

The Reaction:

Empowering users and driving conversions.

The new AHS.com launched to resounding success. User engagement metrics skyrocketed, and conversion rates improved as the simplified, education-focused design resonated with users. AHS saw a significant increase in new leads, and customer feedback highlighted the clarity and ease of navigating the site.

The redesigned AHS.com website was met with enthusiastic approval from both internal stakeholders and users. Key performance metrics improved significantly. The bounce rate decreased by 35%, and conversion rates increased by 20%, reflecting a more engaging and effective user experience. Mobile traffic saw a notable improvement, with higher engagement and more completed quote requests, thanks to the enhanced mobile responsiveness.

Customers reported that the new website was much easier to navigate, and feedback highlighted the improved visual appeal and the simplicity of the quote process. The AHS marketing team also benefited from a user-friendly content management system (Optimizely) that allows them to update content, perform A/B testing, continue with to build upon the brand story through personalization and manage the website more efficiently.

The successful website redesign not only transformed AHS.com into a more user-friendly and visually appealing platform but also demonstrated the positive impact of a strategic, data-driven approach. Chemistry continues to support AHS, ensuring the site evolves to meet customer needs and industry trends.