Product design

Improving the form funnel

What is the form funnel (for Editage)?  

What we refer to as the form funnel is the transactional flow that the user gets into whenever they click on "get quote" via multiple entry points -- the most common being on the top right corner of the homepage. 

This is where we want our users to be and move forward. The most ideal scenario for us is when the user places an order. 

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To place an order, the user needs to take these steps that are essential for shaping up their order and determining the cost. 

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Old form before the overhaul 

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Section of the old form where multiple steps can be seen

Key areas of improvement

• Establish a clear visual hierarchy.

• Divide the form into clear steps so as to avoid decision fatigue. The user should know what is expected next. 
• Highlight positive experiences like getting a discount. 
• Help the user make an informed decision. 

• All the CTAs should be contextually and clearly visible. 

Add new feature: Upload document to calculate word count.

At Editage, we wanted to help the user auto-calculate their document word count by simply uploading it. This would help us generate an accurate quote based on their calculated word count and they will not have to upload their document again to submit the order. 

This is also the first step by Editage in automating some flows and understanding the user better. Additionally creating opportunities to personalize the experience in the future. 

Goals: 

With the overhaul of the forms with the website, we undertook some serious product and business goals, but first, we had to build a simple user-friendly form that the users can use with ease before layering it with other business goals. 
With forms, we kept learning with every design that we shipped and kept altering our approach as our users responded. 


Our key goals were: 


• Increase the web to form ratio from our key website and landing pages by 10-15% 
• Reduce the drop off at SL1 (service level 1 page), SL2 (service level 2 page) and the Plan page by 10-15% 

• Increase the form submit rate by 20-25% 
• Increase the average order value by 10-15% 
• Reduce the service requests to Customer service by 40% 

• Upsell add ons on 10% of the orders. 

Editage form 2.0 

How did we achieve some of our goals? Let's break it down. 
1. A cleaner UI with targetted steps  

A fast-performing website and a simple UI has led to funnel improvements and proves as a solid foundation to build more features. 
As per the user testing videos, the users are able to take actions easily and move where they want to. 

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SL1

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SL2

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Info step

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2. Content that helps the user decide. 

A fast-performing website and a simple UI has led to funnel improvements and proves as a solid foundation to build more features. 
As per the user testing videos, the users are able to take actions easily and move where they want to. 

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Service introduction on the service selection page

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A section from the service comparison.

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An add on card with benefits and social proofing. 

3. Service upgrade pitches

Keeping in mind the goal of increasing the AOV, we pitched the next best service to the users on the plan selection page. This had a positive impact with 1.6% users upgrading to the premium editing service and 8% users upgrading to the scientific editing service - the top most service which is also the most expensive - thus, contributing to the increase in average order value.

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The Pop up that follows the Upgrade Now CTA on the banner

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The Pop up that follows the Upgrade Now CTA on the previous banner

4. Download quote made easy

Downloading a quote is important for the users since they may need this to get approvals and sanctions. 

Keeping the order summary clean and easy to understand with the "download quote" being very prominent. This has led to an increase of 9% resulting in 22% of users opting to download the quote. 78% of those users successfully download the quote and become our potential returning users. 

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5. Testimonials on ScE

We added testimonials in the same space as the upgrade pitches to reassure the users that they have taken the correct decision. Adding this testimonial boosted the number of users going ahead with Scientific Editing by an average of 9% across markets. 

ScE testimonials Design.jpg
6. Pre selection of an add on. 

One round of re-editing is an add on that most users can benefit from. We chose to add it by default and give the users an option to remove it. 
By doing this, we saw an additional business of $40k/Month. 

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add on 1

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Next steps: 

With these, we have only managed to scratch the surface. There is a lot more that we plan to do in the future with knowing the users better and giving them a personalized experience. Our aim will be to shorten this form even further and bring it down to a one-click booking in the cases where the user has uploaded their document. 

To know more about what we have done so far, connect with me at vidhi2912@gmail.com. 

You can also check it for yourself at www.editage.com or www.editage.jp