Meeters
Why aren’t users reading through?? (Event page)
Team: 1 PM, 2 Designers (me), 4 Developers
Responsibilities: research, design management (gallery, information decluttering), direct design (hero, reviews), test, quality assurance
Time: 6 weeks (design), 2 months (development)
Situation
Users on Meeters can purchase live experiences. Despite having a detailed explanation of the activity, our customer care was answering a lot of doubts about what was included in the activity.
Apparently, users were not scrolling the page long enough, or they could not easily find the information they needed.
This is what the event page looked like. We used Hotjar to analyze the user behavior on the page. One interesting data was the scroll length: we found out that half of the visitors weren’t reaching some important information, such as what is included.
Goal
Increase conversion rate based on the assumption that if users really understand the value of what is included in the activity, they will buy more (we were really positive about the quality of our service).
Reduce calls to customer service to clarify details that are included on the page (What is included being the most requested one).
Thoughts
3/4 of our users were not going past the hero section. Maybe the image was not catching their interest?
The next block was the “Quick information”. Is it giving relevant information to the user?
What I did
In order to reduce the calls to CS, I wanted to improve the average scroll length on the page. After all, if we can scan more information easily, it’s more likely that we find what we need.
These are the things that I planned doing:
Introduce user reviews to provide social proof
Reorganize the information so that users can find what they need more quickly
Redesign the hero to leave a stronger first impression so that users want to know more
Add more information about the guide to shine more light on the quality of the service we are providing
Adding the reviews was easy because we were already collecting a lot of them and our NPS was extremely high (9/10 on average). I wanted the reviews to be easily found so I added an anchor link at the top of the page so that users can scroll directly to them.
Why did I choose to use a portrait ratio for our photos?
Finding content for our event pages is tricky. The first time we propose an event we usually use stock photos, but as soon as we repeat it we have a lot of photos from the participants that we can use. It happens that people prefer to shoot portrait photos so that they can share them on their socials. By using a portrait ratio, I made it easier for our content team to find and reuse photos from our community.
We also created a simple profile page for our guides. By using data that we already had in our database, we were able to have the majority of our guide pages with a profile picture a brief introduction, a score, and some other fun data (like the number of people they guided).
Results
Compared to the period before the implementation, I managed to increase the average scroll length. I reorganized the content on the page and got rid of some non-useful information. I put visible anchor links to reach interesting areas of the page.
These implementations happened over a couple of months.
The guide profile in particular generated an increase in conversion rate of almost 4%.
What I learned
Content is king, as Bill Gates once said. In this case, useful content is king. We managed to increase the conversion rate by giving users the information they needed before they asked. Asking users what they want, is not necessarily the best option. Understanding what a user is looking for by studying their behavior might give better results.