The product and growth team of the video streaming platform were aware that the conversion rate from free sign-ups to purchases was too low, and they were leaving growth potential on the table. Main challenge points:
The team was keen to ensure the following things:
1. Change the UX at the right place, with the highest impact
2. Use data to prove that the change lead to a positive impact
3. Objectively rank the different ideas, independent of whom they came from
We have met these requirements with our approach that consisted of the following steps:
A) Analysis of the user journey from a qualitative and heuristic perspective. We identified the biggest drop off steps, and possible UX friction points.
B) In a structured working session, we generated ideas and well formulated hypothesis. These hypotheses were translated into experiment descriptions, which were ranked by effort, impact and profitability.
C) The experiments set up, and closely monitored on their impact and the time they reached statistical significance.
D) In a final working session, the experiment results were discussed and interpreted. With the data at hand, it could be objectively discussed which new variations would be part of the new user experience.
Conversion Rate Optimization (CRO) Testing Approach
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