Kat Ingalls runs the UX design studio Glitchcraft, where she advocates the mindful use of digital technology. She also runs an illustration shop, as well as a blog where she nerds out about indie impact, pretty lines, UX, tea, and curiosity-fueled action.
After meeting to understand the current business model, what was working, and what needed help, the next step was digging into the site data and current communications to pinpoint exactly where the problem was occuring.
During this audit, a few key issues were identified, which served as ‘hypothesis’ to test for the design sprint:
1. Recommended a referral / affiliate program – since often people in a social group often get married around the same time. Unlike other SaaS businesses, Wedtexts was unable to focus on recurring revenue due to the nature of the wedding industry (if you buy a wedding product more than once, that’s usually bad news!).
2. The current onboarding experience after landing on the homepage had a lot of opportunities for improvements: from brand visuals that resonated more with the target audience, to a cleaner information architecture, to clearer call to actions, the focus here was to increase the conversion rate from the homepage.
3. The current sales funnel after capturing a lead’s email also had many opportunities for improvement. The current mailing sequence didn’t have a clear strategy, and gave a disorganized feeling. It also sent all emails back-to-back, meaning a new users heard from Wedtexts a lot (too much?) initially, and then later was subject to radio silence. The focus here was to help increase conversion of leads into sales by updating the mailing sequence’s content: copy, visuals, and calls to action.
4. A guest blog series was recommended to increase the amount of qualified leads, While Wedtexts was receiving a lot of traffic (primarily from social media ads), there was a high drop off rate. To increase the relevance to their audience, recommended partnering with a few wedding-industry bloggers, as traffic from trusted influencers usually has a higher conversion rate.
The project was organized around a 4-week design sprint, building out an MVP of each of the hypotheses so testing could happen quickly. This gives an overview of the deliverables for each of the hypotheses and who was responsible.
While brainstorming ways to increase the number Wedtext sales, the insight about not being able to leverage repeat sales (as so many other SaaS businesses do) came. Instead of trying to increase average user value through individual user retention then, recommended having each user bring in other users – through an referral program.
This shows the process of ideating options specific to Wedtext’s unique challenges and users. Ultimately recommended the “$X off” model, since it would have the longest lifespan for referring users. The other models only appeal during their use of Wedtexts, but not after.
Specifics for reward amounts, messaging triggers, and UI recommendations were given to the developer for implementation into Wedtexts’ website and app – including a recommendation to have an easy-to-remember personal referral link for easy sharing. Copy for website (above), email to existing users (below), and email to new users were provided as well.
Product Onboarding: Before
The original page a user would see after signing up for a Wedtexts trial. The amount of information displayed could easily be overwhelming. The amount of text is intimidating, and the number of (steps? options?) are likely to cause confusion rather than action. Adding some strong skimmable titles, separating “option” from “step” information (ex. upgrade vs group), adding some imagery, and including action-oriented buttons would help make this initial impression more friendly and actionable.
Product Onboarding: Redesign
Information displayed on the first screen after signing up for a trial / subscription is minimized to reduce overwhelm, and focused on being immediately actionable.
“Steps” have been separated into just two options: (a)Start from scratch or (b) Let us give you a blueprint. The “options” from the previous onboarding screen have been moved into the sidebar, at bottom - with the new addition of “Refer a friend” to support the new referral program. Options to upgrade have been moved under “Account” (best for active subscribers) as well as a banner at top of screen (for trial users, as an obvious reminder for a lack of some features).
Finally, the sidebar architecture has been cleaned up, with a clearer hierarchy for navigating the different features of Wedtexts’ product.
Content Strategy: Guest Posts
To attract more qualified leads (especially compared to social ads), a guest post program was recommended.
Design work included:
• Industry influencer research and recommendations • Content topic recommendations • Outline for each blog post (key topics to cover, call to action) • Consulting on media outreach, including contact information, submission guidelines, and social media strategy (and reviewing pitch email, if needed) • Copy editing for tone / resonance with platform + audience • Visuals, if required by blogger
Wedtexts’ founder used the provided blog outlines to “fill in” the longform copy, pitched influencers, and coordinated with them to get content online.
Sales Funnel Audit
The secondary call to action on the homepage (after “trial”) was to sign up for newsletter. As is common practice, an email sequence being used to increase brand awareness and initiate engagement with potential users.
This is a snapshot of the initial sequence being sent, with recommendations to improve conversions. Key takeaways from the audit were: increase consistency – especially with regards to sender’s name, to facilitate building trust; more empathy for users’ lifestyle – giving people more time between mailings to process information and help improve recall; and focusing on helpfulness instead of “mail for mail’s sake” – having a clear value and action for each email being sent.