Web interruptive experience study

CHEN HU

Website Interruptive Experience Research (WIP)

Keywords: website usability, persuasive design, psychology and UX, A/B testing, usability testing, website conversation

Role and Responsibilites

Lead and manage the design, workshop, and research projects as needed to improve website interruptive experience
Design and run ideation workshop
Design and develop a research framework with available team resource, analysis and testing tools, and research budgets
Data analysis, synthesis, and data visualization

Project Overview

The goal of this research and testing project is to increase brand credibility, drive webpage engagement, and increase the conversation rate for demo signup. Expected outcome is a recommendation on interruptive experience across Keap.com and paid landing pages.

As phrase one research and testing has finished, more researches are needed to develop valid solutions in the given situation. This project is still working in progress.

Key research questions and areas:

How to identify high-value customers to position effectively?
What are the valued features of product packaging that each subset of small business owners wants?
What are these types of small business owners willing to purchase a robust, sales, and marketing software?
How to develop a Value-Based pricing strategy?

Process overview

Phase 0: Understand and collect data from a literature review, interviews, the full story, and google analytics to build a research case that worth solving
Phase 1: Pitch and presented the research purpose to key stakeholders
Phase 2: Establish research and testing projects roadmap and timeline
Phase 3: Workshop and ideation session to identify ideas worth testing
Phase 4: Launch A/B testing and usability testing
Phase 5: Iterations based on previous testing results
Phase 6: Interruptive experience marketing and design principles/strategies

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

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
Full-screen promo popup is triggered after audiences stay on the website for 10 seconds
Chatbot is using similar scripts to push for discount and promotions on almost all pages
"See demo" sticky banner at the bottom is triggered when scrolling down
Cookie banner shows on the top when visiting the first time

Literture review

Popups can low rankings in the searching-engine result (Anna Kaley, 2019)
Interruptive items diminishes the credibility and trust of the band (Anna Kaley, 2019)
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)
Poorly implemented overlays and lightboxes are not only frustrating for users but can also be disastrous for conversion and task completion. (Kathryn Whitenton, 2015)
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.

Screen Shot 2020-06-05 at 8.49.28 AM.png

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.

1/4

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.

Screen Shot 2020-11-28 at 6.18.37 PM.png

Screen Shot 2020-11-28 at 6.19.05 PM.png

Screen Shot 2020-11-28 at 6.19.19 PM.png

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.

Website Interruptive Experience Research (WIP)

Keywords: website usability, persuasive design, psychology and UX, A/B testing, usability testing, website conversation

Role and Responsibilites

Lead and manage the design, workshop, and research projects as needed to improve website interruptive experience

Design and run ideation workshop

Design and develop a research framework with available team resource, analysis and testing tools, and research budgets

Data analysis, synthesis, and data visualization

Project Overview

The goal of this research and testing project is to increase brand credibility, drive webpage engagement, and increase the conversation rate for demo signup. Expected outcome is a recommendation on interruptive experience across Keap.com and paid landing pages. ​

As phrase one research and testing has finished, more researches are needed to develop valid solutions in the given situation. This project is still working in progress. ​

Key research questions and areas: ​

How to identify high-value customers to position effectively?

What are the valued features of product packaging that each subset of small business owners wants?

What are these types of small business owners willing to purchase a robust, sales, and marketing software?

How to develop a Value-Based pricing strategy?

Process overview

Phase 0: Understand and collect data from a literature review, interviews, the full story, and google analytics to build a research case that worth solving

Phase 1: Pitch and presented the research purpose to key stakeholders

Phase 2: Establish research and testing projects roadmap and timeline

Phase 3: Workshop and ideation session to identify ideas worth testing

Phase 4: Launch A/B testing and usability testing

Phase 5: Iterations based on previous testing results

Phase 6: Interruptive experience marketing and design principles/strategies

Discovery

Discover problem worth solving

​

Observation

As shown in the above screen recording, a few items can interrupt visitors' browsing flow while navigating on Keap.com

Full-screen promo popup is triggered after audiences stay on the website for 10 seconds

Chatbot is using similar scripts to push for discount and promotions on almost all pages

"See demo" sticky banner at the bottom is triggered when scrolling down

Cookie banner shows on the top when visiting the first time

Literture review

Popups can low rankings in the searching-engine result (Anna Kaley, 2019)

Interruptive items diminishes the credibility and trust of the band (Anna Kaley, 2019)

Poorly implemented overlays and lightboxes are not only frustrating for users but can also be disastrous for conversion and task completion. (Kathryn Whitenton, 2015)

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.

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

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

The goal of this research and testing project is to increase brand credibility, drive webpage engagement, and increase the conversation rate for demo signup. Expected outcome is a recommendation on interruptive experience across Keap.com and paid landing pages.

As phrase one research and testing has finished, more researches are needed to develop valid solutions in the given situation. This project is still working in progress.

Key research questions and areas: