HOW MIGHT WE IMPROVE CONVERSION USING EFFICACY?
As part of our newly formed team, I was given the exciting challenge of crafting an experiment to boost conversion rates while highlighting the effectiveness of our product. But here's the kicker:
Our PM dropped the bombshell – we were short on dev resources. That meant no new code, and we had to roll out something by the week's end. Challenge accepted!
Discovery
With those constraints in mind, I dove into brainstorming. I pondered, "What do users really expect before they download the app?" The answer was clear: user research.
Armed with a set of questions, I chatted with a few parents and sent out surveys. I aimed to understand their goals and expectations for their child's English journey. One question stood out: how much progress should a child make in a month? The consensus was that parents hoped for their child to speak a full sentence within that time – aligning perfectly with our learning goals and efficacy claims.
Question 3: After one MONTH of learning with Lingumi, I want my child to be able to....?
1. Speak full sentences :54.5%
2. Number of Words Learned: 31.9%
3. Fun/Maintaining Interest:13.6%
Show don’t tell
This insight was too powerful to ignore. We hadn't been shouting about it during app onboarding, so I decided to tell the story visually. Show, don't tell, right? I used my storytelling skills to craft a short video showcasing a child's journey of speaking a full sentence in a month. I kept it simple, displaying dates on a calendar increasing, each unveiling a new video of progress. A colleague kindly provided videos of her child to bring the message to life.
But where to put this video? Without coding capabilities, I scoured the app flow for opportunities. I found a banner in our initial paywall and got the green light to replace it. I designed a button featuring an image of a child being measured, symbolizing progress. Tied with a question to parents about their child's English progress, clicking the button opened the video.
Drumroll…
The results? A significant 28% increase in conversion, from 2.43% to 3.12%
This experiment showed us that parents are more likely to convert when they understand the tangible progress their child can make. But we're not stopping there. It's got us thinking: how else can we leverage efficacy inside and outside of the app? Maybe personalized reports tracking a child's journey, a pre-test, or an entire onboarding flow focused on efficacy information? The possibilities are endless!