Proposition demystifying for improved conversion
Role: Lead designer
Contribution: Expert reviews, prototyping (both in Sketch and HTML), A/B test building, workshop facilitation, research analysis
Benenden Health were pushing themselves with a stretch target of increased yearly leads, and came to Code to help improve conversion.
Our approach built up a roadmap that balanced learning more about the user through surveys, and direct experimentation on the site.
People don't fully understand what Benenden Health offer, and there were key usability issues on the core pages I believed to be causing issues.
Content design workshop with the client, into production of a prototype for lab research. I designed the prototype in Sketch, then built it into VWO (our A/B testing tool) so the prototype loaded directly into the site giving users a seamless experience if they visited pages not directly in our test.
I observed, took notes in a matrix and analysed the results of testing. I designed and built a 2nd iteration which we chose to quantitatively test via A/B testing on the site. It was a big test, swapping out a key part of their site but we had confidence through our months of insight gathered via surveys, and output from usability testing.
The A/B test reached significance after 30 days, with an overall 14.7% increase in join rate - with a huge 20.6% increase on mobile.