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Lucy is an integrated data application platform for the American Express ecosystem, providing developers with data and application abstractions to simplify product development effort while satisfying complex enterprise requirements.
Data Application
Website Optimization - UX Design
KEAP is a CRM, sales and email marketing, and automation platform. The website optimization project is about improving the web pages and user experience by redesigning some of the key web pages.
Role and Responsibilities
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Strategic Planning for Website Improvement - Develop a UX design and research framework for the marketing team.
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UX Design Framework - Lead and manage various UX research and testing projects to incorporate UX design processes into existing workflow.
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UX Research and Data Analytics - Create marketing journey maps to identify areas and future opportunities to improve website and marketing channel performance.
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Develop and Iterate Design Ideas - Work with various channel owners and SEO managers to redesign paid landing pages to improve conversion rate and user experience based on research findings. (One paid landing page received a 3% increase in CVR).
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Test and Validate Solutions - Create prototypes and A/B testing for the homepage. (The new live site led to a higher session to prospect rate by 39% and an increased session to opportunity rate by 36%).
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Ideation & Collaboration - Collaborate with internal team members like designers/copywriters and external team members like CMO/PMM to create possibly best solutions to identified problems.
Challenges and Opportunities
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Strategic Planning for Website Improvement - Develop a UX design and research framework for the marketing team.
-
UX Design Framework - Lead and manage various UX research and testing projects to incorporate UX design processes into existing workflow.
-
UX Research and Data Analytics - Create marketing journey maps to identify areas and future opportunities to improve website and marketing channel performance.
-
Develop and Iterate Design Ideas - Work with various channel owners and SEO managers to redesign paid landing pages to improve conversion rate and user experience based on research findings. (One paid landing page received a 3% increase in CVR).
-
Test and Validate Solutions - Create prototypes and A/B testing for the homepage. (The new live site led to a higher session to prospect rate by 39% and an increased session to opportunity rate by 36%).
-
Ideation & Collaboration - Collaborate with internal team members like designers/copywriters and external team members like CMO/PMM to create possibly best solutions to identified problems.
Discovery
Discover problem worth solving
Over the past year, Keap has launched 6 to 9 testing and compiled interruptive items on its website, which includes banner ads, cookie banners, full-screen popups, chatbot, right rail ads, subscription popup box, and etc. This can lead to a negative impact on the brand as well as a disruptive website experience. A target interruptive experience design is needed to increase page engagement.
At the early stage of research, I have talked with SEO managers, web developers, the chatbot manager, and product researchers to collect data and information regarding each listed interrupting item. Moreover, previous usability researches regarding popups had also been used as supporting materials to established a solid business case for execution.
Observation
As shown in the above screen recording, a few items can interrupt visitors' browsing flow while navigating on Keap.com
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Live demo full-screen popups (Jack banner) are triggered when the mouse moving past the navigation bar. The initial concept behind this is a full-screen model pops up when people trying to leave the website. However, due to tech constraints, this is trigger whenever audiences trying to negative to another webpage thru the navigation bar, or login/sign up
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Full-screen promo popup is triggered after audiences stay on the website for 10 seconds
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Chatbot is using similar scripts to push for discount and promotions on almost all pages
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"See demo" sticky banner at the bottom is triggered when scrolling down
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Cookie banner shows on the top when visiting the first time
Literture review
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Popups can low rankings in the searching-engine result (Anna Kaley, 2019)
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Interruptive items diminishes the credibility and trust of the band (Anna Kaley, 2019)
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Exit-intent popups can provide a good customer experience and offer benefits to users who are about to leave a website, like promotions, coupon, unfinished task, save progress, Offer something else of value, Gather feedback, offer to remind them later, offer support, direct users to a different channel, make the user aware of new content or features, mention you user-friendly policies(Kim Salazar, 2019)
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Poorly implemented overlays and lightboxes are not only frustrating for users but can also be disastrous for conversion and task completion. (Kathryn Whitenton, 2015)
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The study has shown that users frequently enter made-up information when they encounter overly aggressive lead-generation forms before the website has established its credibility. (Raluca Budiu, 2014)
Initial data analysis
Figure 1. As shown above, from April 1, 2020, to May 27, 2020, the conversion of Live demo signup rate via Tablet and Tablet traffic is only 0.08% while traffic via Tablet and Desktop has a 0.27% conversion rate.
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As shown in the table above, compare to keap and infusionsoft product demo signup, the conversion rate of live demo signup (Full-screen popup) was decreasing from April to May. This might indicate that visitors are getting tired of full-screen popups.
Pitching the research and testing ideas to directors and executive
After the initial analysis of interruptive items(popups) that live on the website, I have come to the idea that instead of redesigning the live demo signup popup to move away from the overly aggressive popups approach on Keap.com. To test this idea, I pitched it to directors at marketing and chief marketing officer to gather a working team that can help execute and launch the testing project.
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Iterations
Ideation and collaboration
Workshop
A workshop was conducted with the working team and key stakeholders to refine the business use case and collect ideas about redesigning the live demo signup popup.
Project Execution
Figure 1. A snapshot of the final status report and overall project timeline/roadmap. The status report was used to ensure each team member had resource and time they need to finished the task. This also help provide transparency between each team member and ensure the process went smoothly.
Testing & Validation
The presentation of this project is still working in progress. Feel free to check out other projects here
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