Converstion Rate Optimization project
Project Overview
The World Wide IQ Test is part of an ambitious effort to deliver fun, stimulating, and engaging online measures of human cognitive abilities, as well as social and emotional learning skills for the global community. They aim to provide adult test takers from around the world, regardless of their academic, professional, or cultural linguistic background, with accurate, precise information about important aspects of their intellectual abilities and where they may benefit the most from further development.
Challenge
The company engaged me to enhance conversion rates. Upon analyzing the user journey of initiating the IQ test to reaching the payment page, I discovered a significant friction point on the checkout stage.
Research
Through heatmap analysis on Clarity, several key issues were identified:
1. Checkout Button Misplacement
The checkout button is not prominently displayed on the main screen, requiring users to scroll to the bottom of the page to access it. Around 20% of the users don’t scroll down enough to see the checkout button!
2. Misleading Icon Perception
Users mistake a static icon as a button to access their IQ score without payment, resulting in a high click rate (13%) and contributing to potential abandonment due to perceived deception.
3. Lengthy Payment Process
The requirement to enter payment details adds an extra step to the funnel, elongating the process and elevating the risk of user abandonment.
Solution
Leveraging insights from Clarity analysis and user interviews, I crafted a redesigned checkout page aimed at reducing abandonment rates and boosting conversions.
Results
This new checkout page resulted in a notable 49.21% increase in conversion rate, 45.45% increase in conversions, and 51.45% increase in revenue, over the past three months from implementation.
Side Note
I've replicated the research process for the mobile site and crafted a fresh checkout page informed by insights gathered from Clarity and user research.