Growth · Onboarding · Personalisation
Optimising onboarding to convert customers
I helped customers see value before asking them to choose a plan.
>25%
increase in traffic to sign-up
~10%
planned lift in gross new subscribers
~2×
task completion across critical journeys
- Company
- Intuit QuickBooks
- Period
- 2016 — 2018
- Role
- Group Manager, Experience Design — First Impressions Studio, Onboarding & Personalisation, and Small Business Marketing.
Situation
Different teams owned the ads, website and product. Customers felt the gaps.
People had to choose a plan before they knew what they needed.
Task
Bring marketing and product design together, then make the path to value easier.
reshaping the funnel
We tested five changes one at a time.
- Moved plan choice until after customers shared their needs
- Matched each entry path to customer intent
- Changed onboarding by business type and goal
- Made pricing easier to compare
- Tested each idea before wider release
iterating on what didn't work
Two ideas did not work. We used the results to build three better entry paths.
Result
Customers got one clear journey from the first ad to value in the product.
- >25% increase in traffic to sign-up
- Nearly doubled task completion across critical journeys
- Faster time-to-value and reduced early-lifecycle friction
- Experience strategy presented to the C-suite and global all-hands
Want to know more?
Email Shernaz