Identifying the problem from data
From our Tableau and Google Analytics we were seeing high bounce rates and loss in revenue MoM coming from these two flows in the Template Browse page. I paired with my Product Manager to understand the landscape based on numbers.
I looked at the click through rate of the two flows, the revenue they generated for the past 3 months and the customer details e.g new vs returning user, product type of purchase and build flow type. A quick deep dive:
- 8% of new customers use the FU flow
- 16% decrease in revenue MoM
- 7% click through rate from FU flow to checkout
- 13% of existing customers use the FU flow
Empathizing with customers
I partnered with a UX Researcher to plan a customer research activity. Our goal was to get a better understanding of the mental model of the users, to uncover any pain points regarding the two flows and identify any opportunities to increase the AOV (Average Order Value) and reduce the bounce rate.
We tested with 20 participants using usertesting.com. We had 10 users from the US and 10 from the UK and we split the test between 50% existing MOO customers and 50% non MOO customers.
A few quotes from the participants
- “Oh that one, I hadn’t seen that” - existing MOO customer
- “Are you sure the guidelines are in this page?” - non MOO customer
- “What’s the difference between the two (flows)?” - non MOO customer
After the Research phase was over I started formulating Hypothesis on how might we improve the build flows so that we can:
- Make it easy for customers to discover the 2 build flows
- Make sure they have a clear understanding what’s being offered by the 2 flows
- Reduce the bounce rate and increase the revenue generated by those flows
We believe that
By placing the 2 flows close to each other and utilizing the UX Copy, we can improve the discoverability, the comprehension of what is being offered and increase the revenue from the FU and DYO.