Seven Corners has an active, transactional website. It works hard every day. Users either get what they need or they don’t. Our question? Is it efficient? We needed to test. So I started with a small group of testers. I conducted a general test for overall “likeness” or ease-of-use. I gave general instructions to participants, e.g. “you are going on a trip to Germany, start on the home page and purchase a travel insurance plan.”
A few people breezed right through and found what they needed. Others did not fare so well. After choosing “foreign” or “domestic/U.S.”, user-testers were hit with a set of questions on the home page to funnel them to the right plan. We discovered that visually prominent content placed below the key sales funnel questions, the intent of which was to provide a glance at product offerings, was acting as a deterrent to smooth user interaction with the front-and-center sales journey funnel.
The next big hang up was within the questions themselves. We had question mark flags next to some choices that provided additional information if clicked upon. We made an interesting discovery. Too often, someone clicked on the question mark and then forgot that the adjacent button was… a button! They got stuck and didn’t know how to proceed. This seemed like a case of information overload or the tyranny of too much choice.
We had two strikes against our selection process. It was clear we needed to make a change directed at accomplishing one goal. After further tests, it was clear we needed to remove or de-emphasize the product choices on the landing page and should not hide information behind a question mark.
Results: The best part of this iteration is that once it went live, we saw immediate improvements in various user analytics. Not only were people getting through the wizard faster, conversion rates were going up as well. Time on the page dropped by 9 seconds and exit rates dropped 8.5%. Conversion rates increased by 2%. Other factors notwithstanding, we could infer a significant financial impact in top-line revenue for our direct-to-consumer and inbound customer categories.