When Vancouver based, internationally renowned junk removal franchise, 1-800-GOT-JUNK? had a goal to increase their online bookings from 15% of their total incoming new business to 25%, the focus has to be on optimizing their existing site’s conversion paths, getting more traffic to their site, and driving more website visitors to book jobs online. The site’s analytics told a strange story. Visitors got to a certain point in the booking process, and then dropped off like files. Why? We gathered as much information as possible about the customer, to understand what motivated their behaviour. Working with the company’s telephone sales staff and talking to customers helped us discover considerable roadblocks in the conversion process of the site’s booking engine. With a series of focused, incremental design changes to the booking engine, online bookings progressively got higher and higher and finally peaked at 28% of all system bookings.