Before: Existing landing page
Overview
Problem: The referral landing page had a 39% drop off. One of the main challenges of this page was how to communicate the reward structure (referee get more than promoters and the reward is a randomized cash amount). In order to optimize the page, the UX designer and I conducted usability testing to determine what content users expected to see as well as what resonated with users.
Goal: To reduce the drop off on the referral landing page.
Involvement: I was the content designer on this project, and I partnered with the UX designer and UX researcher to design a prototype and conduct usability sessions.
Process
Hypothesis
Our overarching hypothesis was that the landing page did not provide enough information.
Prototype
To test this, we showed participants the existing landing page and a proposed prototype. I intentionally incorporated a variety of content on the prototype to see what would resonate:
Streamlined experience hero section: Although we wanted to provide more information on this page for those that needed it, we wanted to be mindful of those who didn’t need additional information and just want to sign up ASAP. So for the hero section, I focused on the key points of the program (surprise amount, fund a Trade account) to provide enough information for those users to get started. We also decided to infuse some delight with a rolling animation of the possible reward amounts.
Streamlined hero section that cleared the path those those who wanted to get started without additional infomation.
The value of Wealthsimple. Another hypothesis was that for those unfamiliar, a referral may not be enough to get them to commit and sign up – they needed more information. To see what resonated the most with users, I also conducted some concept testing. I showed 3 headlines stripped of design that highlighted different value props to see how people reacted to the different messaging.
Concept testing headlines of different value props to see which messaging best resonates
Time & effort required. The hypothesis here was that knowing the steps in the process is a factor in deciding to sign up.
An animated section that goes through the 4 main steps required to get their reward
Value props. Including these additional value props served to acquaint user unfamiliar with Wealthsimple and build trust and authority.
Value props section that spoke to points we heard from previous research that was important to users
Reviews & awards: Again, to build trust but with third-parties to show users that it’s not just Wealthsimple saying this.
Validation from third-parties to build trust
FAQs: I wanted to include an FAQ section to address some of the common questions that customer experience got from clients regarding their referrals
FAQs informed by CX
Test
Type: Moderated usability and concept testing
Participants: 6 non-Wealthsimple clients, a mix of new and experienced investors
Results synthesis
Users found the summary of steps helpful: All the participants mentioned the steps were useful in setting expectations
“I really really like that it tells you what to expect and gives you actual screenshots of the platform itself. This part really sold me on it, interactive, transparent and very informational to me.”
The randomized amount was not clearly understood: All of the participants still had trouble comprehending the concept of a randomized amount for the reward
“I don’t know what that means... Is this a lottery? Is it completely random or do I have some knowns here? It would be nice to know what the rewards are.”
Users assumed there was a correlation between deposit amount and their reward: They thought the more they deposited, the higher their reward would be
“I just want to learn what is going to be the percent that...I’m getting as a reward based on what I’m doing. Usually there’s a small table for that...whether it’s a link or whatever. I just want to see how the rewards are working.
Users already trusted Wealthsimple to a degree: Contrary to the hypothesis, most of the participants were not too concerned with the legitimacy of Wealthsimple because they were introduced to it by someone they trusted
“Since my friend sent me the link, I would assume we had talked about this before and I would have no hesitation in creating an account at this point.”
New users wanted more education later on: Those newer to investing indicated they wanted more information but didn’t necessarily need it at this point. Experienced investors did not need the additional content at all
“It would be nice to have resources that tells me how to invest as I use the product”
Users found the mention of the maximum amount compelling: All of the users preferred the prototype design but one thing from the existing landing page that resonated was the mention of a maximum amount
“I don’t know what surprise means. It could be $1, it could be $50M. That’s
a little bit strange to me because there’s no guaranteed minimum or maximum.”
Share out & alignment
The next step would be to engage stakeholders to gain alignment. I would do this in the form of a workshop run by the UX designers and I where we lead the team through affinity mapping, content charrette, and a crazy 8’s exercise.