Challenge

‍

The identified opportunity is to improve and optimize the conversion rate of relevant forms and CTAs on the page. By focusing on “scheduling a demo”, we are focusing our efforts on the critical step of the sales funnel, where converting a user from a potential customer to a customer is essential.

‍

‍

Artificial Intelligence for Site Usability Assessment

‍

Recently, artificial intelligence tools have gained significant relevance in applications and workflows, generating significant benefits in the field of UX.

In addition, the time and budget limitations to carry out a moderate face-to-face evaluation led us to consider this option, seeking to obtain specific information that facilitates the making of design decisions supported by data.

‍

‍

Results of using Artificial Intelligence for Site Usability Assessment

‍

Consequently, using this technology, an eye-tracking test was carried out on the main page to simulate the possible interaction that a user would have with the site.

The following are the results of this analysis for the desktop version:

‍

‍

‍

‍

Using the AI tool, the following conclusions have been drawn

‍

With regard to the score obtained in Attention Insight, which measures the clarity with which information is presented to users, we conclude the following:

‍

‍

62%

It was the average score obtained between the web version and the mobile version. This score is classified as “optimal clarity” on the scale used, although it is at the lower end of that range, which ranges from 60 to 95%.

It should be noted that the attention of users is mainly concentrated on the “schedule your demo” call to action (CTA) buttons.

‍

‍

CRO Optimization

‍

A plan has been developed to carry out conversion experiments using A/B tests. In creating this plan, several variables were considered to ensure the accuracy of the measurements. To achieve this, a specific period was assigned and the number of sessions necessary was determined to verify, with statistical certainty, that the implemented variable will generate a positive impact.

It is important to note that these experimental tests do not include a handoff phase, since I will be directly responsible for making the changes to the development.

‍

Here is a summary of the optimization proposal for the pricing tables section.

‍

‍

Here you can find the detailed optimization plan, including the optimization of the pricing tables section.

‍

CRO Optimization Plan

‍

The implementation of variables in the price tables is still pending, waiting to begin measuring the impact generated on the main metrics to be measured. These metrics include the increase in the conversion rate, which is the primary metric, and the increase in web traffic, which is considered a secondary metric.

‍

‍

Heuristic Analysis

‍

We carried out a heuristic analysis of the page, to find possible optimizations for it, so that we could then take care of implementing the improvements in the development.

‍

Here is a summary of the heuristic evaluation conducted.

‍

‍

The result of this evaluation is shown here:

‍

Heuristic analysis

‍

‍

Changes Applied to the Website to Improve the Conversion Rate

‍

After analyzing the results of the heuristic analysis, we identified opportunities to increase the conversion rate of forms through adjustments aligned with best usability practices. Below, we detail the changes implemented in the forms on the website:

‍

‍

5 Improvements

‍

‍

Description of the Fields:

A descriptive label was added to each field of the form to improve user understanding.

‍

Exemplary Placeholders:

Placeholders were used to exemplify the type of content expected in each field, providing visual guidance to the user.

‍

“Autocomplete” attribute:

The “autocomplete” attribute was incorporated into the input elements to speed up filling out the form and improve the user experience.

‍

“Required” attribute:

Some input fields were marked as “required” to ensure that incomplete fundamental data is not received in the forms.

‍

Minimum Width Optimization:

Adjustments were made to the minimum width of the input elements to ensure that the placeholders are fully displayed, improving readability.

‍

‍

‍

‍

Increase in Form Conversion Rate:

‍

To evaluate the effects of the modifications implemented in the forms, the Hotjar tool was used to perform unmoderated remote usability tests. The sample period was taken from August 20 to September 20. Based on the results obtained, a significant improvement was observed in the form's conversion rate, supported by two key metrics:

‍

9.76%

Increase in Form Conversion Rate:

‍

‍

100%

Each response obtained from the form included the essential information needed to take advantage of the contact, suggesting that the adjustments made made it easier to obtain relevant data.

‍

‍

Increase in Form Conversion Rate:

These results support the effectiveness of the implemented improvements, indicating a successful optimization in the usability of the forms and a corresponding increase in conversion efficiency.

‍

‍

Conclusions/learnings

The kaydu.io page has undergone substantial improvements that have contributed to the significant increase in conversions on the website, especially through forms. In addition, with the implementation of the designed experimentation plan, positive results are expected to be reproduced in conversions related to the call to action (CTA) “Schedule your demo” within the component of the price tables.

From a personal point of view, this project represented an invaluable opportunity to carry out a systematic process with greater statistical certainty, especially in the application of the A/B testing method. This experience has demonstrated the effectiveness of this method as a tool that facilitates the continuous improvement of digital processes for the benefit of users.

‍

‍

‍