Type: Web | Code
Date: 15 March 2015
eLocal (a home-improvement directory service) had long and complicated submission form for businesses who wanted to be added to their online directory. I wanted to take a stab at improving conversions on this form, while also updating the look and feel to match the style guide I had just proudced. I streamlined the form and changed the user flow in several significant ways, which pointed to very promising results in early tests.
My first test was to convert the multi-page form into a single, easily-digestible page. I removed several extraneous fields and added a header that explained the benefits.
For my second test, I had a group of users follow two different flows when filling out form prototypes by hand. One group completed Steps 1-4 before their listing was created, and the other group completed Steps 1-3, with an option to go onto step 4 after their listing was created. (Step 4 was all the additional info that rounded out the business listing but wasn't strictly necessary to get started. It was also by far the longest and most complicated step.)
From that test, I learned that users were more likely to fill out Step 4 when it wasn't mandatory. When it was a part of the long sign-up process, users lost interest in completing the form. But when it was presented as an option after seeing their flimsy-looking first pass at a listing, users were more likely to see filling out additional info as a necessary and even inviting next step. I made a revised user flow to help illustrate this breakthrough to stakeholders:
I A/B tested an alternate layout with slightly rearranged information, but discarded it in favor of having the "free, fast, effective" description visible at every step. The winning layout encouraged 12% more users to complete the form.
After the user completes Step 1 (seen above), Step 2 opens accordion-style:
For Step 3 I designed a keyword search feature to simplify the previously tedious and confusing process of adding tags to the business listing.
In an A/B test against the old submission form, the new design led to a 22% drop in abandonment rates, and 18% more fields from Step 4 being filled out per business listing.