CASE STUDY #4
Grow Event Registrations with
the Aid of UX
Setting the Premise
Digital Workplace Day Tweetathon, was the first-ever 24-hour conversation around the most important aspects of the digital workplace. This case study demonstrates the rapid UX improvements I made to increase the number of attendees at the event. This is one of my most treasured use cases
Challenges I Faced
Because of the tight deadline, we weren't able to devote as much effort to the user experience in the beginning. In order to increase the number of registrations, I was, nevertheless, keeping a tight eye on the performance of pages.
Who I worked with
Sathish, Associate Director
Suresh, Designer and the tech team
What I did
Discovering and ideating | Prototyping| Data Analysis and Evaluation.
With the need for our website to be up and running on a tight timeline, I stepped in to guide my design team with UX. It was my responsibility to ensure that the site was intuitive, user-friendly and resulted in bringing the desirable traffic and engagement.
Probe & Learn
Heatmaps and Session Recordings
The moment the event was released, I began monitoring Mouseflow session records in order to determine how people were doing and where they were having difficulty or becoming confused. I was responsible for keeping a close eye on our present design and identifying its advantages and disadvantages. Here's what I was searching for while I was out and about:
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Approximately how many people went down the page and at what point on the page did they scroll
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What were the most often encountered registration patterns?
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What was preventing folks from registering?
With the use of heat maps and scroll maps, I was able to uncover even more interesting information.
KPI Performance
To find out more information about the page, I combined Google Analytics and Heap to derive data points to get more insights about the page such as audience, channel, device breakup, traffic, region, and so on.
With Heap, I wanted to keep track of:
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The number of people signed up
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The total number of CTA clicks
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The most often encountered registration patterns
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Registration pattern by device breakup
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Exit rate
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Visitors who are new vs returning, as well as a cohort report
In addition, I had employed analytics to derive quantitative insights from the qualitative insights I had discovered.
Key Insights
All the information was produced and disseminated with the use of a Google presentation. The presentation had information that went beyond simple figures and included user recordings as well as heat maps, among other things. Rather than looking at the issue just through the lens of data, the stakeholders were able to see the dissatisfaction from the viewpoint of the users. It demonstrated how the issues detected may have an effect on their prospects, not just on conversion rates, but also on their perception of the brand itself.
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When comparing mobile registrations to desktop registrations, I discovered that roughly 60% of users registered on mobile devices.
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We did not consider the user experience on mobile devices while designing the website. As a result, we missed the chances to improve registration.
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The majority of the visitors were scrolling down and across the site for a substantial amount of time.
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I discovered that a considerable percentage of individuals returned to the website after seeing it the first time.
Goal Defintion
Our goal - Increase the amount of people who sign up for events.
Hypothesis
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Instead of consumers having to scroll all the way down to the header or footer to register for the event, placing the footer sticky CTA would make it much simpler for them to do so.
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Exit popup approach - by presenting a popup to those who are exiting without registering, would increase the number of people who would register. I had also considered the bandwagon effect while creating my design.
Primary Metric
Iterations were driven by quantifiable fundamental objectives, which were augmented with one-off goals that were specific to each iteration.
The most important metric is registration.
Collaborate & Build
Observe & Implement
Heatmaps, Session Recordings and KPI Metrics
Following the debut of the product, heatmaps and session recordings helped in identifying areas of the design that performed well and possibilities for iterative testing to be carried out. In addition to this, the design team was responsible for keeping an eye out for user interface (UI) concerns such as responsiveness and reporting them to the technical team so that they could act on it and resolve it quickly. This was the most important activity for the whole group.
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In addition to this, I was actively evaluating how my hypothesis was turning out to be and what further enhancements we might have to make to ensure that we achieved our target on time.