Qualitative testing lead forms for higher conversion
Rocket Auto Qualitative Testing
The purpose of the research:
To evaluate the usability of the startup's online automotive buying platform, focusing on the homepage and lead flow process, to ensure ease of use, clarity, and user confidence throughout the experience.
Result of testing:
From this test we made copy updates for better clarity, and navigation updates to make the process simpler.
From the navigation updates more users were able to make it through the process making the lead form conversion rate increase by 30%.
Platform
Unmoderated Online Interviews via Usertesting.com
Timeframe
1 week to plan
1 week to testing
1 week to synthesis
1 week to design the summary
Work I Completed
Research planning, collaborating meetings with stakeholders, research synthesis, summary design, presentation of the summary to the company.
I collaborated with the director of design, development, and product to compile the key questions the team had towards end users on the lead form and the company in general.
Research Planning
The Target End User
The key end user was decided by who would be eligible for the Rocket Auto, and who would be looking to utilize it soon. From this I created screener questions.
Survey Question Design
Next we collaborated on what key questions the team would want to learn from the end user, along with our assumptions, agreed deliverables, a tentative schedule, and budget for the test.
Research Ops Setup
From there I worked with Rocket Family of companies ReOps team to get an account with Usertesting.com to interview 6 participants and 1 pilot.
Research Delivery
Creation of the test online
Once the test was approved by all stakeholders I created the test on Usertesting.com for mobile users since the users mainly accessed the company site via mobile.
Testing and Synthesis
After running a pilot test to make sure the test ran as expected I ran it for the rest of the participants. For synthesis, I created the whiteboard above to record each participants reactions and answers for my own quick reference.
Summary Design
I organize the summary presentation by an overview to quickly get to the actionable updates we can make, I then dive into the bigger findings by website page, and then I repeat an overview of takeaways at the end for anyone who comes in late.
Research Summary Presentation
Weeks before the presentation I create a hype towards the results by delivering snippets in meetings and online company forums.
The research summary was presented to the entire company and was well received.
Research Summary Result
The findings presented were quickly updated and upon the next launch of updates to the lead form created a 30% increase in end user completion.
The presentation drove excitement towards further UX research in the company with bigger research budgets and collaboration with the CEO on future research initiatives.
Link to the Research Summary