ARobertson2008
FLOW: direct registration to new Start
Background
In order to entice visitors to register with 3Guppies we walked them through a process where they moved a piece of media (eg- a photo) either from their PC to their phone or from their phone into a personal blog ("moblog") at the 3Guppies site. In theory, when finished the new user would see the benefit of our service and we would have enough information (phone number and password) to automatically register them.
Issue
There were a couple of problems with this process:
1) The initial prompt on the Intro page was for users to get their own moblog. The subsequent actions in this process called for users to "upload a picture", "send an image via SMS", and "sign me up", and ultimately left them on success pages that asked them to "copy code" or "upload". We needed consistent messaging throughout confirming the process they started was the process being completed, and a logical endpoint with predictable and desirable links beyond.
2) We found that only 3% of users chose to sign up through sending a picture from their phone and just 6% chose uploading an image from PC. Plus their was further large drop off before the processes were complete. Conversely, 28% of visitors chose the globally available "Join Now" link and nearly 4/5 of those users completed registration.
It turns out we were solving a problem we didn't have -- users were not averse to registering and we did not need to hide registration within another process.
Proposed Solution
This flow diagram shows the desired 3-click path through registration. The link on the Intro page goes directly to steps 1 and 2 of registration and the process ends on a newly conceived personal Start page. (This page, inspired by similar pages in Friendster, MySpace, and other social networking sites, was fleshed out further in a subsequent document.)
Note
This was the second slide of a two-slide presentation. Slide 1 was very similar except it only showed the three existing paths and their performance numbers. This slide lays on the proposed "golden path" solution and includes the new destination page. It was used to explain to the team why we were prioritizing a change to the registration process.
FLOW: direct registration to new Start
Background
In order to entice visitors to register with 3Guppies we walked them through a process where they moved a piece of media (eg- a photo) either from their PC to their phone or from their phone into a personal blog ("moblog") at the 3Guppies site. In theory, when finished the new user would see the benefit of our service and we would have enough information (phone number and password) to automatically register them.
Issue
There were a couple of problems with this process:
1) The initial prompt on the Intro page was for users to get their own moblog. The subsequent actions in this process called for users to "upload a picture", "send an image via SMS", and "sign me up", and ultimately left them on success pages that asked them to "copy code" or "upload". We needed consistent messaging throughout confirming the process they started was the process being completed, and a logical endpoint with predictable and desirable links beyond.
2) We found that only 3% of users chose to sign up through sending a picture from their phone and just 6% chose uploading an image from PC. Plus their was further large drop off before the processes were complete. Conversely, 28% of visitors chose the globally available "Join Now" link and nearly 4/5 of those users completed registration.
It turns out we were solving a problem we didn't have -- users were not averse to registering and we did not need to hide registration within another process.
Proposed Solution
This flow diagram shows the desired 3-click path through registration. The link on the Intro page goes directly to steps 1 and 2 of registration and the process ends on a newly conceived personal Start page. (This page, inspired by similar pages in Friendster, MySpace, and other social networking sites, was fleshed out further in a subsequent document.)
Note
This was the second slide of a two-slide presentation. Slide 1 was very similar except it only showed the three existing paths and their performance numbers. This slide lays on the proposed "golden path" solution and includes the new destination page. It was used to explain to the team why we were prioritizing a change to the registration process.