In the Customer Acquisition team at Audibene it was the job of the CRO team, Front-end team, and mine to have ready a seamless experience for our leads, easing their registration process and efficiently informing them before having our consultants approach them.
We worked in an Agile environment, running A/B tests on each part of the journey (landing pages, questionnaires, and success pages), identifying and addressing specific pain points, to then ideate solutions to these pain points and improve the experience of our customers.
One of the most important parts of this journey was the full-page questionnaire which the user had to answer after showing interest in a free fitting session through our conversion CTAs. My task was to redesign this full journey.
Objectives:
1- The New design must follow the new corporate identity design of the company we defined earlier.
2- The design must be simple, engaging, and well-structured so that the user can easily complete the questionnaire without missing any information or dropping off in the middle of the journey (minimizing the bounce rate and maximizing CR1 & CR2).
From left to right: old version of one of our old pages overlaid with the redesign goals. Next to it the redesign version after the changes which became the next best performer.
Improvements and Result
Apart from the main look which was adapted to our new corporate design, I initiated a couple of changes that I believed would have a positive impact on our new questionnaire in order to achieve our objectives. From better usage of spacings and brighter and less serious colors to creating familiarity and engagement by using lively elements such as real person faces and 3D effects.
For this task in general I initiated the design for MVP and low-fidelity prototype based on my own hypothesis of
what might be helpful for the user to have a successful journey and reflect on the constant feedback I received from the CRO team. After testing the second version of our high-fidelity prototype, as measured, the numbers showed positive results in both the bounce rate and completion rate of the questionnaire. Therefore we decided to start the development and go live with this successful version. Ultimately, the live version showed a 26% drop in bounce rate, 31% growth for CR1 and 22% for CR2. Even more than what we aimed for! Time to celebrate :)
