Product registration case
About This Project
Summary: Qualitative research revealed problems in registration process, and a quick fix is projected to cause a lift in the conversion rate.
Methodology: Quantitative usability testing, Analytics
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Metric: Time on task for registration Before: 4 min 59 sec |
Metric: Conversion rate for registration
Before: 1,6% After: 11% (up to $XXk increase in monthly revenue for ROI) |
| Metric: Direct success rate for registration
Before: about 50% |
Metric: NPS Survey Before: -6 Projected: 10 |
Problems and Goals: A key goal for Arkadium.com is to encourage more registrations, this will allow better Retention and DAU.
In a qualitative usability test of the registration flow (from Google search on free online games to completing the registration), we found a big problem as most users were looking for a kind of sign-up or create account button. But Arkadium.com doesn’t have this, so those people struggled to understand how to start the registration process.
Before: Through qualitative research, the UX/UI team learned that the account creation button is necessary as a CTA, not having this at Arkadium.com is preventing users from registering for a free or paid account
Solutions & Results: The solution to this problem was fairly simple — the UX/UI team designed an account creation button as a CTA (sign-up button). This ensures that this relevant entry point for the registration flow is not missed by the users.
After: The team implemented an account creation button as a CTA (sign-up button) to highlight the entry point for new registrations
In a 50-person quantitative usability test, the UX team found that this small change can have a positive impact on key metrics:
- Average time on task was reduced by more than 4 minutes
- Direct success rate for registration increased by more than 25%