60% Improvement in Registration Conversion Rates

Introduction

Objectives and Goals:

The primary goal was to improve the conversion rate by redesigning the registration process to make it more streamlined and trustworthy, ultimately increasing user onboarding.

Target Audience and Stakeholders:

The target audience included individuals looking for flexible income opportunities, such as stay-at-home moms. Key stakeholders involved were Arise's C-level executives, including close collaboration with the CTO, COO and directors.

Problem Statement

Problem Description:

A staggering 94.7% of visitors abandoned the registration process, deterred by a lengthy and low-trust experience. The inconsistent design elements, errors, and intrusive information requests contributed to a perception of unreliability.

Context and Background:

The registration interface was plagued with inconsistencies, such as mismatched colors and fonts, typographical errors, and unsecured sensitive data requests. These issues led users to perceive the platform as potentially fraudulent.

Importance of the Problem:

With an average of 300,000 monthly visitors to the registration page, even a slight improvement in the conversion rate could significantly reduce advertising expenditures and enhance overall user acquisition.

Research

During a four-month intensive research phase, we identified key factors affecting the low conversion rate.

Design Process

• Conducted user interviews and affinity mapping to understand user needs.
• Performed a design and content audit to identify errors and inconsistencies.
• Mapped the customer journey to pinpoint disruptions.

Methods Employed:

User interviews with potential platform users and discussions with existing service partners were conducted to gather qualitative data. Usability testing helped identify critical friction points in the existing process.

Summary of Findings:

• Users were overwhelmed by the amount of information requested early in the process and were hesitant to provide sensitive details such as their Social Security Number.
• The design was described as having a "cheap clipart" look, with poor visual and textual consistency reducing trust.
• Users were confused by the process flow, particularly with premature prompts to select job paths.

Solution

The redesign was executed in two phases:

Phase 1 - Quick Fixes:

Immediate corrections included unifying fonts, colors, and correcting typographical errors to enhance visual consistency.

Phase 2 - Long-term Redesign:

Streamlined the user flow, reducing unnecessary steps and clarifying the registration process.

The new user experience featured a simplified, engaging registration form with clear, consistent communication tailored to build user trust and reduce perceived risk.

Outcome

Results:

The redesign improved the conversion rate from 5.3% to 8.6%, a 63% increase, significantly cutting advertising costs by about $2.5 million annually.

Impact on Users and Business:

The redesign not only saved costs but also enhanced long-term user engagement and trust, essential for sustained growth.

Future Recommendations:

Continued engagement with users through segmented nurturing can potentially increase conversions further. Incentivizing sign-ups and using authority and social proof can enhance credibility and attractiveness of the platform.

Impact