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convy optimization case study

Helping companies to convert more with convy consulting

Clients

Telco, Insurance, Finance

Year

2018/2019

Case

Conversion Rate Optimization

Scope

CRO, Analytics, UI/UX improvements, Front-end Dev

Overview

skills I grew in this project

  • conversion metrics
  • communication skills
  • observation and listening
  • behavior design
  • coding/front-end
  • asking good questions
  • copywriting
  • conversion-optimization design
  • funnel acquisition metrics
  • revenue model
  • business
  • retention/engagement metrics
  • financial metrics
  • management skills
  • cross-functional skills
  • psychology
convy optimization case study
convy optimization case study

With Convy we are helping clients getting more quality conversion and profits. We help companies optimize their app or site revenue using proven marketing webdesign methodologies.

Process

1_Business analysis and goal definition

Our process is not linear but most of the time the goal of the first meeting we have with the client is to determine the goals and kpi. Our question is simple : for this products, what do you want the user to achieve? It is not always a product sale or a transaction. It can be more iteraction with the produt (reviews, comments), more engagement, landing pages, a review of the onboarding process, form submitions, signups, social media shares... In this phases we make a list of the key landing pages and funnels for one or multiple products take as much information on them by collecting data or organizing interviews with relevant stakeholders. We aim to take a picture of the current product. We also have a look at the market and what the competitors do. This information allows us to iterate the business goals based on the value they actually add to the business. We learned that sometimes data mining helped us and the businesses to validate or change the assumptions we have.

convy optimization case study

defining KPIs helps us understand the product and foresee the design strategy to implement

Deliverables / Methods
Business analysis output presentation, list of expected output areas (funnels, landing pages...), products KPIs, objectives priorization, SWOT analysis, Strategic Orientation Draft

2_Funnels review

Qualitative review

Once the business goals have been clearly identified we just run and document an heuristic evaluation of the current conversion funnels in order to achieve this goal. We take notes of the pain points of the process in multiple areas (Information Architecture, Visual Design, Navigation, Functionality & features, Interaction Design, Content) and where it could potentialy be improved. We usually involve users in order to get their feedback when using the product. We also have a look at what the competitors do for a similar process and what the user think about it.

convy optimization case study

Our reviews are business (behavior design) and performance oriented

Deliverables / Methods
Strategic Orientation Documentation Suite including : persona, usability testing, customer feedback, field study, benchmarking survey, current user journey, hotjar and our special google analytics setup for call-to-action tracking from an UI perspective. For some specific project we expanded the data source outside the product including inputs from the CRM systems, Social media posts, call center logs and online surveys.
Quantitative review

We have close look to the analytics of the funnels. We implement trackers in order to get to know what people are doing in the funnel. We measure qualified and unique visits to the product including our target user (people that can actually be interested to complete the process - excluding some tourists users from other locations for example). We also list the conversion rate based on the traffic sources for this specific product (Referring, Social Medias, Ads, Content, Searches...). At this point we have already some assumptions and design hypothesis to discuss with business.

Deliverables / Methods
Analytics, mixpanel.

3_Optimization

We provide educated design decisions based on the product data collected so far, our experience and our large testing database. These decisions are discussed and validated by business stakeholders. We start to implement our a/b testing or create a prototype with suggested changes if we suggested a radical product change. Getting to code and using it for design exploration is always better than static design. It allows people to see the process in context and take better decisions. Our clients save money on development and redesign costs when we start working on prototype. Once the tests are implemented we monitor closely each conversion rate.

convy optimization case study

front-end checklist is an efficient first step in performance review

Some of the most common optimization we implemented for our a/b tests were related to :

  • Visual hierarchy, negative space, Fitts law.
  • Missing progressive disclosure (too much text)
  • Hick's law : too many alternatives
  • Too complex forms
  • Missing affordance
  • Missing authority / social proof
  • Responsiveness of website in mobile phones
  • Missing progress and status
  • We are creatures of habit : basic processes not being defaulted (payment methods, checkout...)
  • Lack of scarcity
  • Lack of personality and emotion

Deliverables / Methods
Product design decisions rationalization documentation, a/b testing, prototypes

4_Iteration

convy optimization iteration table

metrics update after change implementation

A month or two after the testing implementation, we share the metrics from the test phases with business stakeholders, collect feedbacks from everybody (users and business) and monitor the impact various areas (transactions, adoption, sales, traffic, retention, conversion, market share, branding, product satisfaction...). We then decide on what comes next. We like to work as a partner of the client success and make sure their revenue keep growing. We also list all the implemented tests and improvements. Most company forget to document the output, it is the last phase of our process. Improving UX and conversion is a continuous process.

MVPs for start-ups

We help our clients launching new digital products in all the phases of the conception of their MVP from framing (Product definition, Business Canvas, User interviews) definition of the competitive landscape, value proposition / identified opportunities, profitability model / metrics and growth perspective to technology and Key features for MVP (Buyer user journey and features, features priorization, Selected features for MVP vs Competition, technical effort estimation).

convy optimization case study

working document mixing user journey and associated features for priorization

We bring the product to reality with the following process :

  • 1/ Low-fi (sketch prototype including onboarding),
  • 2/ Hi-fi prototype (using the Sketch Mirror app),
  • 3/ Interaction Design via the InVision Craft extension for Sketch,
  • 4/ Test with users and adjusted backlog.

skills I grew in this project

  • conversion metrics
  • communication skills
  • observation and listening
  • behavior design
  • coding/front-end
  • asking good questions
  • copywriting
  • conversion-optimization design
  • funnel acquisition metrics
  • revenue model
  • business
  • retention/engagement metrics
  • financial metrics
  • management skills
  • cross-functional skills
  • psychology