Motorway

Customer activation journey

Topline

How I ran multiple A/B tests to optimise a customer activation flow and increase primary KPIs multiple times.

Topline

How I ran multiple A/B tests to optimise a customer activation flow and increase primary KPIs multiple times.

About

Motorway started in 2017 with a vision to build a better car market for everyone, my role in this was Product Designer across two squads in the Customer Activation world.

At the start of the year we were behind on growth predictions so were tasked with finding ways to increase revenue through funnel optimisation.

Heuristic evaluation of current experience

The first thing I did when joining this team was to go through the current experience as thoroughly as possible and making some quick and easy optimisation recommendations, these included things such as:

✅ Making sure CTA's were visible across all viewports

✅ One Primary CTA on each page

✅ Increase Accessibility of form fields

Before - Intial load iPhone 13 Mini

After - Intial load iPhone 13 Mini

Results

Each one of these changes had 5%+ positive impact during 50/50 A/B testing and was subsequently rolled out to 100%.

CTA in all viewports: +6.65%

CTA updates: +3.21%

Addition action

Off the back of this we also rebuilt the header to reduce the amount of space it took up as during User Lab testing people were aware and confident that the valuation was related to the car details they had inputed and act as an enabler for more space for more valuable content.

(FWIW that wasn't the focus/reason we ran lab tests)

That was the work done while I was getting to know both the team and the problem space, while those small (but valuable) changes we were getting a better understanding of our users and their motivations to inform future work…

Understanding the current expereince

Mapping out the as is current expereince was quite simple as it was designed for a single user type in a single mindset - new user, ready to sell their car. The data showed this was a very small subset of our users though, with the average number of valuations before selling being around 3, we mapped out potential journies linked to other user types and mind sets based on what we had currently available in our expereince.

Current (top) and potential User flows

The funnel data

Opportunity - Offer select page

Looking at our funnel we had two big opportunities, home page and offer select page (offer select page being the larger of the two). The Home page had recently been redesigned so there was little appetite to focus on that for now.

Opportunity - Offer select page

Kick off Workshop with whole team

How we got the price modal and button

All research pointed strongly towards customers wanting to know more about how the price quoted was got (as well as questions around how it relates to their specific car).

We already had an explainer "?" but it wasnt tagged up to track interaction and also did not pass accessiblity colour contrast checks.

Hypothesis

We believe people will want to learn more aobut how we calculated their quote and if we build trust and confidence around their quote they are more likely to offer accept (primary KPI).