project overview

D2C onboarding has been optimized through Deferred Password and Custom Onboarding experiments. In this following iteration we push onboarding further by reducing the amount of screens to deliver maximum value and reduced time to choose a coach.

problem

Customers in D2C onboarding show a steady drop off rate from beginning to end because it is too long and customers lose interest. This creates lower engagement and less likelihood of a would be member converting to a member.

hypothesis

A very shortened onboarding experience will minimize friction and will drive more subscriptions for high intent customers. By reducing the screens from 20 to 10 in the flow, we improve the percentage of users completing sign up and choosing a coach.

success looks like

Primary: Subscription conversion 
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Secondary: 30-day retention

requirements

Partner with analytics to learn about drop off rates on videos and other points in the flow
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Partner with Coach Development Manager and Engineering to learn what screens are mandatory for Coach matching
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Evaluate and optimize remaining screens Perform usability testing to determine confidence

analytics

Videos appear at two points prior to member signup. Analytics revealed both had very low engagement rate whilst ~2/3 or users do not view the video at all. Similar numbers of people move on to the next page. Hypothesis: It’s friction and if people are not watching it, let’s remove it.

Full flow showing low engagement video locations

Video 1: Coach Testimonials

Video 2: Member Testimonials

engineering & coach development

Engineering and Coach Development teams confirmed 2 screens as necessary to maintain coach matching for the member. Personal details to allow us to find the best coach for a member’s time zone. Current role to provide context before the first meeting.

Mandatory screen: Basic personal details

Mandatory screen: Current role

usability testing

Prior to rolling out the changes I conducted usability testing to gain confidence in the direction and learned 3 valuable bits of information:
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Users stated confidence in moving forward with making a purchase after the shorter flow
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A high percentage of users clicked on not having prior coaching experience. This also prompted myself and the team to make a push for a more engaging section here.
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Testers found the shorter flow more enjoyable to fill out.

Mandatory: Basic personal details

Mandatory: Current role

results

While the funnel looks better for treatment through most of the funnel, we see a major drop off on the coach selection and pricing pages. We hypothesize that members didn’t feel like we asked enough questions to get to know them well enough to match them with the right coach. In addition, we hypothesize that customers sped through the funnel to see pricing, and then bounced.
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Control CVR: 5.35%
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Treatment CVR: 3.65%
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Control time through funnel: 28 minutes
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Treatment time through funnel: 14 minutes