Segmented Onboarding Click Tests
UX Research, 2022 - Guild
Guild's previous onboarding experience had several pain points that negatively impacted how new users converted and understood what Guild was offering. This research focuses on converting new users.
The previous experience only focused on converting users to one education benefit type to the detriment of the others that may have been a better fit for some users.
Segmented onboarding aims to address this pain point by segmenting users into personas and education benefit types based on their onboarding answers. Users would be shown a different ending screen with a main CTA routing them to the best conversion action.
This user test was focused on making sure users understood where to go after the onboarding intake form.
My goal was to see if users understand what is their primary next action
Click Tests
I executed a series of click tests via UserZoom with 50 people to understand if they could understand where they would click for a series of actions. They went through a prototype of the intake form, clicking through from sign up to the final screen and were asked to click on where they would click next, how they'd explore different programs, and how they'd change their answers.
Analysis
After reviewing the click data, I saw that 51% of participants were able to find the primary action, which was to take a career quiz, and 69% of participants were able to find the secondary action, to explore the degree program catalog.
This showed that a majority of users would be able to navigate to the appropriate place based on their onboarding answers.
As a final analysis, I collaborated with my team to set up a live A/B test in the product. We found that users were converted at statistically significant higher rates using the new designs that routed users to a final education benefit than with the previous onboarding experience that did not.
Findings and Recommendations
Due to the successful user testing and A/B testing, we fully implemented the new final screens that routed users to an appropriate education benefit.