⚡️ Overview

A USA-based startup offering quick and accessible short and long-term vehicle subscriptions entirely through their website.

This company hit a speed bump, their conversion funnel was cumbersome, navigation was confusing leading users astray, while generic CTAs lacked the punch of an impactful call to action. Key drop-off points included the registration process and vehicle selection.

Customer support insights revealed confusing navigation, mismatching content, and technical issues. Negative online reviews started popping up, eroding their brand image. The initial excitement had waned, replaced by investor worries. The client needed a quick turnaround to regain their trust and secure future funding.

Deliveries

• Translated client requirements into measurable objectives and defined a custom project plan to executed impactful growth strategies to improve the conversion and user retention rates.
• Conducted website audits and extracted actionable insights from customer support data, Google Analytics and Hotjar. We uncovered usability issues like confusing navigation, mismatching content, and slow loading times. Customer support data and user recordings revealed pain points such as difficulty comparing vehicles and unclear pricing structures.
• Performed market research of direct and indirect competitors, we identified potential user preferences, emerging trends, and areas to gain a competitive edge.
• Used the insights to developed customer journey maps for the homepage and conversion funnel, pinpointing key drop-off points (navigation, registration, vehicle selection) and opportunities for improvement.
• Presented key findings, recommendations, and next steps to stakeholders, consistently communicating the proposed initiatives and their value.
• We presented my findings and recommendations to stakeholders, fostering open communication and understanding. Workshops were facilitated to brainstorm solutions like implementing a chatbot for support and personalizing product recommendations based on user behavior.
• Facilitated collaborative workshops to rapidly brainstorm and prioritize solutions, like simplifying the homepage, streamlining the vehicle selection process, implementing a chatbot for support and personalizing product recommendations based on user behavior. To validate ideas quickly and minimize risks, we created prototypes of key page changes and gathered user feedback through online user research and A/B testing.
• Managed the project backlog and documentation using Notion and provided weekly status reports and held bi-weekly client meetings, proactively addressing their concerns and ensuring alignment. This facilitated smooth development progress and on-time delivery.
• Translated validated hypotheses about improving homepage, vehicle selection and checkout funnel into high-fidelity Figma UI prototypes and implemented the changes in WordPress.
• Leveraged SEO-driven keywords and targeted messaging, we developed compelling marketing copy to attract relevant users. Furthermore, technical SEO and site performance were improved by fixing crawl errors, optimizing page speed, and implementing structured data.
• Use Google Optimize, we tested different versions of crucial elements (headlines, CTA buttons, content display) and implemented high-performing changes based on data-driven insights.

Achievements

Increased 44% conversion rate and 37% user retention after 3 month using a data-informed approach which enhanced the web UX and marketing copy.