project overview

Would be BetterUp members are required to create an account with an email and password before they may begin onboarding. Although this can create higher intent, of the customers who land on the BetterUp sign up page, roughly 40% drop off, leaving only 60% who create an account and begin onboarding.

The goal in this project is to increase the amount of people creating an account and thereby entering a password.

problem

Potential members' hesitation to provide personal information stems from an unclear understanding of BetterUp Coaching's value at the initial engagement point, leading to a lower account creation rate and limited exposure to coaching benefits.

hypothesis

I hypothesized that customers are not yet ready to create an account at this stage because they haven’t yet decided if BetterUp or even coaching is right for them.

By moving the sign up step down the funnel, we will increase conversion as customers will learn more about the value of BetterUp coaching and build trust before having to create an account.

success looks like

Primary: Increased subscription conversion, +10% in sub CVR
Secondary: User Created

requirements

Move the sign up (password creation)
Upon a win, create abandon flow
Maintain current UI because it is tied to the B2B business and is a high lift to change

my approach

My strategy is to design an onboarding experience that effectively communicates the benefits of BetterUp Coaching and builds trust with potential members, thereby reducing the drop-off rate and increasing the number of users who complete the account creation process.

Review the flow in its entirety. This was done by rebuilding the flow with screenshots because it was not in files for me to work with
From there review the questions and see where the sign up may live best
Request low lift adjustments to UI to create cohesion
Remove ‘white blocks’ that are not in the design standards

strategy

Rather than immediately requiring personal details, the flow will now provide coaching information at the start:

welcome (1-screen)
member fit (1-3 screens)
intake (5 screens)

Experiment design:

50/50 A/B
Expected Impact: +10% in sub CVR
Length of test: TBD

Flow: Orignal vs proposal

key ux update

In this update to our product experience, we've optimized the onboarding flow by shifting the signup process to occur after new users begin onboarding, rather than before. This adjustment aims to streamline the user journey and reduce friction, making the initial engagement more seamless and intuitive.

The image provided here illustrates the original onboarding sequence. It offers a visual reference to understand the initial steps that users encountered before the recent enhancements were implemented.

UX: Original account sign up prior to onboarding

key visual updates

For the rollout of this test, the engineering team committed to implementing several straightforward updates to enhance the user interface. Among these improvements is the transition from 'white boxes' to a darker theme. This adjustment not only aligns the new screens with the existing design aesthetic but also contributes to a more visually cohesive and engaging user experience.

Visual: Original screens

Visual: Updated screens

results

A bug was found in our nurture campaigns and we'll continue running this test for a couple weeks post bug-fix to get real signal.

Despite the nurture bug, we're seeing an interesting (and expected) pattern in the funnel. In the treatment cell, we’re seeing much bigger drop-offs early in the funnel. Without the account creation step in the beginning, we are getting lower intent customers into the top of funnel. However, once customers get further into the onboarding process, the drop-offs at each step start to level off as customers become more committed.
‍

Step-by-step funnel CVR increase:

exposure: intake survey completed: statsig +14% (p<0.01)
exposure:> viewed picked a plan page: statsig +7% (p<0.03)
It’s noteworthy to see how many customers drop off on both assessments in the treatment cell as this will inform the next onboarding iteration

Subscription CVR is not statsig, but shows positive directional movement:

when adjusting the timeline post-nurture bug, subscription CVR is up to +9%

Next steps:

Legal has flagged we need to add a privacy policy up funnel to ensure members understand how we’re using their data
This adjustment was made on June 13th and rolled out 100%