Problem:
Our client is a software-as-a-service company, providing admin, bookkeeping, tax and legal services. Small business owners & freelance creatives can enjoy keeping all these in one place and have a dedicated account manager, instead of using loads of different providers to handle different aspect of business management. Pretty cool time and hassle saver.
Our client seeked our agency's help in growing the conversion rate of qualified marketing lead acquisition as they've identified telesales is their best channel in closing the sale. They needed help to widen the number of people they can telesale.
Wouldn't it be cool if more small business owners and freelance creatives can save time in doing mundane business operations and focus on what they love?
Here we go!
A problem solution fit analysis workshop was run to understand our client's value proposition, what solution they think they're solving, and their business objective.
From then on, within our team we defined the scope of the engagement. While my colleagues focused on top-level lead acquisition and awareness generation, I focused in user research.
The aim of this research would help to improve the conversion rate of qualified marketing lead, understand user expectation of the brand, and gain specific feedback on the enquiry and pricing tool interaction.
↑ My process and activities/deliverables at each stage.
Process:
Started by analysing existing user behaviour data (e.g. Heat map, visitor recording, traffic flow) collected via Visual Web Optimiser and Google Analytics, I identified key landing page (homepage) and drop off page (pricing tool).
To understand what users were looking for and why they dropped off, I have planned and organised one-to-one usability tests.
Users were asked to explore a full range of scenarios, from browsing to submit an enquiry. During the session I recorded the actions of the user and their verbal response. It was painfully apparent that the pricing tool was asking for sensitive information (estimated revenue) which users were very reluctant to give away. Since they would not give away that information, they could not see the pricing. Without knowing how much they'd need to pay, they were reluctant to send an enquiry (i.e. to become a qualified marketing lead).
Interviews were conducted to understand how they would make a buying decision, context of using such service, and the pain point of using their current service providers.
The quantitative data from web analysis gave me insights of what user did.
The qualitative data from usability tests and user interview gave me insights of why user did it.
Triangulating the two gave me a good idea of the context, and I created prototypes to help user find out about the pricing info and what services was covered. The aim is to provide transparency of the pricing structure, as it was essential for users to know what to expect before they enquire. The prototype was improved iteratively after 2 rounds of testing with users. Completion rate of becoming a qualified marketing lead on the last prototype was higher than the original product.
Interview results informed the creation of value propositions and persona. These artefacts informed my split tests on the live site on different value propositions. It also informed my colleagues' activites on various marketing channels, e.g. intent of using the product has informed what keywords to target for in pay-per-click marketing and search engine optimisation, and the demographics has informed segmentation on Linkedin advertising.
↑I iteratively created the above Interactive prototype using Adobe XD.
Result:
Conversion rate of qualified marketing lead had increased by 120% at the end of the 12 week engagement period.
We have refined the value proposition and persona document based on results from the split tests and other marketing activities so our client can use these as a starting point for future marketing activities.
The suggested improvements and final tested prototype were sent to the client in a report, and we have liaised with the client's copywriters and developers in order to execute the suggested solutions.
The videos and insights from usability tests helped our client to understand the users' pain points, and assisted our team to modify the design, copywriting, and marketing strategy in our agile marketing process.