Rethinking the product registration funnel across the entire customer journey

Stiga is a historic brand in the gardening sector and a European leader in the manufacturing of lawn care equipment and machinery, ranging from traditional lawnmowers and lawn tractors to cutting-edge robotic mowers. In recent years, the company has invested significantly in boosting its ecommerce channel and digital ecosystem, with the goal of building a direct, long-lasting relationship with customers throughout the entire product lifecycle.
In this context, product registration via the ecommerce portal represents a strategic lever for customer retention. Stiga’s objective was to review the entire registration funnel, which was distributed across numerous website touchpoints, in order to identify potential friction points and design targeted interventions in key areas.

Client

Stiga
Sector

Gardening
Area of expertise

UX

1. Goals

The challenge was not only to increase the volume of registrations, but also to intervene in a structured manner on a fragmented funnel, removing specific friction points and making the registration feature more visible from the website’s primary touchpoints.
To achieve this, we conducted a structured optimization program focusing on:

Increasing both the volume and the completion rate of product registrations
Reducing drop-offs within the conversion funnel across the main entry points
Improving registration visibility in key sections such as the account area, homepage, and customer support pages.

2. Approach

The project rolled out across four phases, where each analytical step guided the subsequent intervention, and every single update was validated by new measurements. We began by mapping the funnel’s key touchpoints and assessing their impact across primary countries (Italy, France, Germany, United Kingdom).
By cross-referencing data from web analytics tools and session recordings, we observed that the majority of funnel traffic originated from the homepage, user account area, support pages, and the navigation menu.
Analyzing the funnel starting from menu interactions allowed us to quantify the main drop-off points: the average completion rate from the main entry point (the navigation menu) stood at 22%, with a 43% drop-off concentrated between clicking “Register your product” and accessing the account area.
In parallel, an on-page analysis of the form and the pages closest to the registration step, conducted using heatmaps, dead clicks, rage clicks, and session recordings, highlighted the main experience friction points. These included a forced redirect to the login page even for already authenticated users, as well as certain form fields that caused confusion for the end user.
Based on the insights gathered, we designed and executed a visibility and redesign roadmap distributed across the primary touchpoints. For the layout redesign, we redesigned the layout of the sections closest to the registration step, such as the account area, the login page, and the registration landing page, aiming to clarify navigation and give greater prominence to the registration process.
We also designed dedicated modules and cards to be integrated into strategic areas like the homepage and customer support section to increase registration visibility along the user path.
In parallel, we removed redundant steps from existing processes. Specifically, we eliminated the login redirect for already authenticated users upon clicking the menu item, replacing it with direct access to the form to reduce friction and accelerate completion.
Every optimization was followed by a periodic analysis of the impacted funnel and the updated layouts to validate results and identify further margins for optimization.

3. Results

Analysis across the primary markets (IT, FR, DE, UK) confirmed that the interventions delivered measurable improvements throughout the entire registration funnel. Each specific area contributed to the overall success:

Overall Product Registrations (Mar 20 – Jun 02 vs. Jan 04 – Mar 19): +66% in the months following the project launch, with the overall registration rate growing from 0.14% to 0.22%. Growth was exceptionally strong on desktop (+134%) and highly significant on mobile (+40%).
Menu Item Funnel (Mar 20 – Jun 02 vs. Jan 04 – Mar 19): the completion rate rose from 22% to 31%. Providing direct access to the form for logged-in users brought the drop-off rate for that specific step from 25% down to 0%. The overall registration rate from menu clicks grew by +53%, peaking at +109% on desktop.
Account Area (May 13 – Jun 09 vs. Apr 15 – May 12): the new layout increased the registration form access rate from the personal account area by +6% on desktop and +4% on mobile.
Homepage (Apr 17 – May 17 vs. Mar 17 – Apr 16): the registration card embedded within the support section generated a +21% increase in the registration rate on desktop and +13% on mobile for users coming from the homepage.
Login Page (Apr 22 – May 22 vs. Mar 21 – Apr 21): the new layout yielded a +27% sign-up rate on desktop and +30% on mobile, expanding the user base available for potential product registration engagement.
Form Experience (Mar 20 – May 27 vs. Jan 09 – Mar 19): the form completion rate grew by 6% overall, accompanied by a 20% reduction in completion time on mobile, a concrete indicator of a smoother interaction and lower perceived friction.

Overall, these interventions transformed product registration into a seamless, highly visible flow across the entire user journey, reinforcing its role as a strategic tool for driving long-term customer relationships.