The next step
User problem
After purchasing a hosting subscription, new Bluehost customers on the happy path see a purchase confirmation and then create an account by choosing a username/password.
But the data showed us that 15% of people were failing to click the CTA button and move on to account creation.
That meant they’d have to go through an annoying account-retrieval process and often ended up calling support. They needed clear guidance.
Things to fix
Next steps aren’t clear
Obviously, payment confirmation is an important part of the conversation here. But the essential next step is account creation.
To catch even a mention of that, new customers have to wade through the payment confirmation, a note about an emailed receipt, and an illustration. Yikes.
Mixed messages
Customers I interviewed said that at first glance, this modal gave them the impression that they were done.
When asked about what they thought their next step should be, users mentioned feeling like account creation was optional, something they could come back to.
The solution
Make the next step clear
Telling new customers that the next step is creating an account plants that ideal in their heads right off the bat. We can still frolic, but then we’re setting up that account.
Say the most important thing loudest
Now, account creation is mentioned in the headline, the subhead, and the CTA. I also use the subhead to set expectations and tie account creation to their ability to log back in to their account.
Percentage of new customers who successfully created an account
The results
Account creation increased 7%
Based on our assumptions, we hoped to increase account creation by about 2%. We beat that, boosting the success rate from around 85% to 92%
My role
Interview customers to understand how they interpreted the original content.
Write new content.
Interview customers to see if the updates worked.
Follow up with the product owner to see how the changes moved the needle.