We took a systematic approach to understand the customer experience throughout the registration process.
Applying our experience in customer psychology, website design, and data analytics, we systematically explored several areas where enhancements could be made to increase the conversion rate significantly.
We delivered a three-step project plan to deliver the client’s desired results.
Although the agency’s skillset was excellent, their limited resources meant Apexure’s team of conversion-focused UX/UI designers took the lead for this project. The Apexure team designed a new series of conversion-focused landing pages within WordPress and Unbounce, all of which had clear action points and goals. For each design, a secondary design was created for A/B testing, to maximise the potential for the pages.
Step 1: Find Out Where Users Were Dropping Out
At the start of the project, the end-to-end conversion rate was 1.02%. We used GA4 to implement tracking across all the steps in the registration process to find the leakage points. In parallel, we conducted competitor analysis and market research to discover insights that could be applied to the project.
We designed a shorter landing page and carried out A/B testing to compare it to the existing, longer page. The shorter page had a click-through rate almost 10% higher than the longer page, and a higher lead conversion rate of 1.77%, compared with the original 1.02%.
Step 2: Focusing on Boosting the Conversion Rate
With the ideal landing page format identified, we focused on significantly increasing the conversion rate boosting the conversion rate by designing a new claim form with an enhanced UI and UX to make users feel more comfortable going through the process.
We implemented several features:
- We broke down the registration page into 4 easy stages to make the process less intimidating
- We moved the easier questions earlier in the form to ease users into the process
- We applied several design tweaks to the form to make it easier to input information, such as placing some input fields side-by-side rather than in a column, which was easier to read
The results were clear. Fewer users dropped out of the registration process, and the conversion rate increased from 1.77% to 4.33%.
Step 3: Optimise the Process End-to-end
With a better process in place, we took the opportunity to optimize it further. The GA4 analytics highlighted that step 1 of the registration process had a 25% completion rate, while steps 2,3 &4 had a rate of around 60%.
We took an innovative approach, using A/B testing, and developed a ‘gateway page’ that, once completed, showed users a ‘Proceed’ button to access the remaining three steps. This gave users a sense of achievement as they went through the process, inspiring them to move forwards to completing it.