Beauty Pie
Beauty Pie is a ‘members only’ club selling luxury beauty at affordable prices
The Quiz Project Overview
The customer issue revolves around the challenge of new customers finding the right products. They desire immediate, personalised recommendations for their first purchase. The hypothesis suggests that implementing a solution to aid customers in discovering suitable products can increase the conversion rate to an average of 5%. To test this, a preliminary quiz was developed, resulting in a conversion rate of less than 8%. This success prompted plans for a more extensive build-out, aiming for broader channel distribution and increased on-site visibility.
My Role
UX Designer
UI Designer
The Team
UX / UI Design (Me)
Lead Product Manager
Developer
Customer Problem
Analysing the data revealed that the most significant point of abandonment occurred at the email entry section, reaching 16%. As a new customer, there's a sense of obligation to provide an email address to access quiz results, leading to potential abandonment if unwilling to share this information. Similarly, as an existing member, the necessity to re-enter the email address is perplexing, and the likelihood of exiting without obtaining quiz results increases if unwilling to repeat this step.
The Result
A simple UI update reduced the abandonment rate from 16% (Month to date) MTD to 8.4%
Initial High Level Data
Below shows the initial data found on the Quiz:
Hypothesis
Stage 1: By enhancing the user interface to improve the visibility of the skipping option, changing the CTA wording, minimising the number of required fields, and refining the font styling for a less assertive appearance, we can decrease the average abandonment rate from October 1-20, which currently stands at 16%, to below 10%
Stage 2: Conduct an A/B test comparing the inclusion of the email collection step against its exclusion. Initiate the test initially with members and evaluate the drop-off rate. If successful in reducing it to below 5%, we should contemplate eliminating this step for non-members.
Design
Original Design
New Design Updates
Results
Stage 1:
Data from October 24th to November 3rd indicates a decline in the abandonment rate from 16% (Month to date) MTD to 8.4%. Notably, by implementing a straightforward UI modification, I successfully reduced the abandonment rate at the email section of the quiz by nearly half.