Multi step form to duplicate conversion

Role

Senior Product Designer

Team

PM · FE · BE · QA

Content

Product Psicology · A/B testing · UI/UX

Time

2024/2025

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.

CHALLENGES

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.

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
I helped in the extraction and analysis of the data using GA4.
-> Confirmed a drop off on the last step of the funnel -the form. XX% --> CTR on the button was high and then they abandoned the form.

Recordings
I extracted recordings from on Heap and those:
-> Revealed friction around the form mostly on mobile.

UX/UI Auditing
I examined the current design and performance in mobile devices.
-> Critical usability on mobile: elements not adapted to mobile and malfunctions.

Mini A/Bs to discard options

Since we had a couple of hypotesis in mind, we decided to discard options running two simple A/Bs:

Test A
Reducing amount of fields will reduce the friction to fill the form.
Result: CR keeps without significant variation.

Test B
A label more intentional will increase CTR and in consequence CR.
Result: CTR increase, CR keeps without variation.

DESING

Designing & Prototyping

During the period of testing we explored more options iterating ideas in Figma. For instance:

Including the offer inside the form.
Adding a "sense of urgency" when the form its open.
Making the form look shorter as posible…

We started to explore around the idea of simplifying the task of filling an input and, after some brainstorming we came up with the idea of splitting the form in many steps as inputs has. So, the user has to do one small task each time, which makes the total effort be perceived as less than it is.

The UI: Before and After

I prepared the designs and after development we A/B test the new form.

IMPACT

Seeing the results

The results of the A/B testing were quiet impressive and very quick this solution shown a clear new pattern:

-> Conversion rate: ↑ +32%
-> Drop off point on first step, then it was minimal.

After these results, we slowly rolled out the form to our customers.

LESSONS

What I learned?

-> It was very interesting to use A/B Testing to confirm and discard hypotesis quickly.

Cases

About Me

Contact