THE PROBLEM

Customers were getting lost and confused trying to understand what QuickBooks could do for their business. Lists of features were overwhelming and not always applicable.

Our hypotheses

After validating that customers are willing to self-identify in pursuit of a right-for-me experience, we needed to validate the next step in the funnel. Would the right-for-me content actually compel prospects to sign up for QuickBooks?

Hypothesis 1: If we frame QuickBooks in terms of the right-for-me jobs for each business type, customers will better understand how QuickBooks works and will be more likely to sign up.

Hypothesis 2: If we give customers more detailed information about how QuickBooks work (with examples, videos, screenshots, etc.), they will better understand how QuickBooks works and will be more likely to sign up.

Hypothesis 3: If we lead with a strong SKU recommendation based on their business type, customers will feel confident enough to sign up.

UNDERSTANDING THE BUSINESS TYPES

I started this project by digging into each other five business types and understanding their workflows. I leverage previous research on the business types get started. From there, I started to list out each of the jobs that a business owner might do in a roughly chronological order. Then, I started to narrow the list down to the most critical jobs.

Concept SKETCHES

Armed with a list of jobs for each business type, I began sketching out what that workflow might look like for each.

Final Designs

After several rounds of iterations with my visual designer, we landed on the final designs below.

RESULTS

The new landing pages drove unheard of engagement, but relatively flat conversion to sign up. The team hypothesized that compared to control, the new landing pages had fewer calls to action and gave only one package recommendation (compared to multiple options in the control). We decided to make some tweaks and continue testing!

WHAT WE LEARNED

After validating that customers are willing to self-identify in pursuit of a right-for-me experience, we needed to validate the next step in the funnel. Would the right-for-me content actually compel prospects to sign up for QuickBooks?

1. Jobs and workflow are big delighters: When we tested the new designs with users, they loved that they could see an overview of the jobs that were important to them. And they loved that they could look through the details of each one.

2. Prospects want choice : In the first iteration, we tested making a single package recommendation. The majority of people clicked on the "Compare all options" link at the bottom, even though it was relatively hidden. We learned that customers wanted to see the recommendation in the context of all of the options.

3. Prospects engaged with content: Typical marketing pages saw maximum 3% engagement with links and content on the page. With the new pages, we saw 12% engagement with links, accordions, videos, and other content. Prospects found the material helpful in understanding how QuickBooks would work for their business.

Business type landing pages

nov 2014