ScoreSense Enrollment Case Study

Problem

ScoreSense, a 3-bureau credit scores and reports subscription product, had not been had any significant redesign in four years based on A/B testing and conversion rate could not be improved.

Objectives

- Redesign entire enrollment path for all traffic sources.

- Increase overall conversion rate.
- Convert more qualified leads into a seven-day trial product.
- Develop a brand design system to integrate across all digital touch points.

Approach

Competitive Research | Wireframe Development | Design and Prototype Creation | Usability Testing | A/B Testing

Result

40%

Increase in conversion

Original Design

The previous design was outdated, ineffective and conversion rate was consistently decreasing.

Competitive Review

I executed a seven brand review of competitor and near competitor enrollment paths. The evaluation focused two core drivers - landing pages and form flow of the enrollment process. Each of those was evaluated for content, page features, marketing messaging and presentation of the available product offerings. I ranked each element in relation to our existing landing page and flow in order to establish wireframe structure, brand presentation for prototypes and design as well as a test plan.

Wireframing

I developed low-fidelity Invision whiteboard layouts and wireframes in order to give my design team generalized placement of features and content for initial landing page design exploration. I also provided creative direction for my digital content writer to develop new content for those layouts.

Design Explorations

Here my team explored a range of landing page design alternatives in order to present to our customers in the form on online preference testing, first click tests and five second tests to narrow down options for usability test sessions.

Usability Testing

I ran 60 minute moderated tests with 12 users with the objective of evaluating our new proposed experience against the current live path. The test was a huge success in testing landing page layout and greater depth of content as well as form functionality, revised form field order and methods for removing friction for our customers.

View Prototype

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A/B Testing

Rather than testing the entry point of the flow that would affect all traffic, we started at the billing page and worked outward - as we had historically lost 90% of users by the last page of the funnel. After establishing conversion wins and significant design improvements on those set of tests, we began inserting design and content components up through the form flow and ultimately the landing page. Conversion rate increase was the ultimate indicator for taking a test winner and moving to the next.