->

Back

Rebuilding the form nobody finished

Role: Product Designer

Team: PM · FE · BE · QA

Product Psicology · A/B testing · UI/UX

Product Psychology · A/B testing · UI/UX

Intro
Forms in Automotive Product Pages

WSK Product Team is accountable for provide a robust conversion funnel on +2.000 dealer websites. Read about our efforts to optimize it.

Challenge
Understanding the problems

💡

With an 89% of drop-off rate on first time visitors, our forms in the Vehicle Detail Pages weren’t performing as we expected. They are a key part of the funnel, where potential car buyers connect with the dealership.

Customer Satisfaction was consistently decreasing and many of them in risk of churn. Through research and testing, we identified and solve the key pains and make satisfaction metrics increase.

Strategy
Collecting & connecting the points

During couple of weeks we worked side-to-side with the PM to gather the insights needed for understanding the real situation. We're wondering if we were facing a usability issue or if is just

a problem of interest or the form is just too long to be fill... The prior analysis helps us to discard and confirm our hipoteshys.

Data & Recordings

I helped in the extraction and analysis of the data using GA4 and Heap:

A · Confirmed a drop-off on the last step of the funnel, the form. ~89%.

B · CTR on the button was high and then they abandoned the form.

C · Revealed friction around the form mostly on mobile.

UX Auditing

I examined the current design and performance in mobile devices and revealed a critical usability: elements not adapted to mobile and malfunctions.

Design
Designing, Prototyping & Validating
Design
Prototyping & Validating

I explored multiple hypotheses in parallel:

  • Including the vehicle offer inside the form to maintain context

  • Adding urgency cues when the form is open

  • Reducing the visual length of the form

  • Reducing the total number of fields (tested via A/B — no significant impact on conversion)

Mini A/B to discard options

Mini Form Variant

We had a couple of hypothesis in mind. One of them it was reducing the form to the minimal fields needed. We decided to AB test the option an see if that could be the way:

Hypothesis
Reducing amount of fields will reduce the friction to fill the form.

Result
CR keeps without significant variation.

Final design

Previous Form

Previous Form

Final Design

Final Design

The winning concept came from a product psychology principle: if each step requires only one action, the total perceived effort drops significantly. I redesigned the form as a multi-step flow, one input per screen, with three key additions:

  1. A progress bar to orient users through the flow

  2. Personalisation mid-flow (using the name entered in step one)

  3. Full mobile optimisation across all steps

After development, the new form was A/B tested and progressively rolled out across the full customer base.

The results
x2
x2

Conversion Rate

~89% to ~15%
~89% to ~15%

Drop-off Rate

2000+ websites
2000+ websites

Rolled out sucessfully to customers

Thanks for reading!

Evi

—Product

Designer

Evi

—Product

Designer

Work

About

Linkedin