Installation franchises are driving 5x ROI and double-digit revenue growth by replacing friction-filled estimates with a high-speed "Click-to-Buy" model.
For installation-based franchises, the digital "request a quote" button/form is typically where potential sales go to die for service businesses. Traditional high-ticket service quoting flows frequently overwhelm customers with extensive forms, platform shifts and a lack of cost visibility before ever showing them the value of the service.
By shifting to a "Click-to-Buy" model, installation-focused brands can replace friction-filled estimates with a streamlined commerce experience. This case study explores how Heroes Lawncare used these capabilities to achieve a 5x return on investment in just a few weeks.
Installation based service businesses typically rely on digital tools that demand technical specs or property data immediately. While necessary for a final quote, asking for this information too early creates a barrier to entry and discourages buyers from completing transactions in the moment. We collaborated with Heroes Lawncare and ran an experiment with three locations to illustrate the value they could gain from using EXPRESS, first defining constraints and tracking the value over a 30-day period.
|
Constraint |
Impact on Local Growth |
% Change Under "Click-to-Buy" |
|
Information Walls |
Customers drop off when asked for data before seeing service value. |
+250.00% Active Users |
|
Technical Latency |
Slow page loads (1–3 seconds) lead to lost leads. |
>90% Reduction in Load Time |
|
Purchase Friction |
Traditional multi-step forms discourage immediate commitment. |
+50.00% Purchase Events |
|
Volume Growth |
Scaling across multiple markets often hits a plateau. |
+225.00% Checkout Views |
Our engineering team reordered the Heroes’ purchasing site flow to show customers exactly what the franchise offers before asking for property-specific information. By moving the complex estimation algorithms later in the journey, the customer is already emotionally committed to the purchase once the "work" begins.
Buying decisions are commonly made on mobile devices, which makes speed critical to a seamless buying experience. By caching prices and pages server-side, we slashed load times from 1–3 seconds to under 100ms. This near-instant response time guarantees local franchise sites feel premium and professional.
The checkout process was simplified to adhere to modern e-commerce best-practices. By removing unnecessary steps and installing modules for a dynamic checkout experience (scheduling, detailed service info, transparent pricing) the system achieved a 20% purchase conversion rate even for high-value recurring services.
The transition to a "Click-to-Buy" model yielded significant growth in recurring service contracts and engagement lifts, proving the model's scalability for franchise networks.
Leading with the service rather than the data requirement allowed one location to nearly triple its checkout traffic and secure over a dozen recurring contracts in the first month.
In a parallel test for a sister brand, adding direct booking links to a Google Business Profile doubled the conversion rate from 13% to 25%.
Sub-100ms speeds act as a silent closer; when the site responds instantly, it reinforces the franchise's reputation for efficiency.
The shift from traditional quoting to "Click-to-Buy" capabilities is a game-changer for installation franchises. By prioritizing speed and a "services-first" mindset, installation based businesses can see triple-digit percentage gains in engagement and a consistent 5x return on their digital investment.