Role
UX/UI Designer
Tools
Figma
Project Type
UX/UI,
A/B Testing
Industry
e-commerce
Duration
2 weeks
The client had existing FAQs on the page which looked like inline text making it incredibly easy for users to scroll past without recognizing them. The long-form nature of the page combine with an overload of copy meant users were bouncing before they found any helpful information.
I opted to turn the existing FAQs into an accordion element which would allow users the ability to expand/collapse the information as needed. It also allowed the client to add more FAQs to the page without sacrificing too much space/height.
We opted to set goals for both short form completions (for desktop and mobile) and click to call (mobile-only). The design trended positively for most mobile users despite a slight decline in form submissions. That said, the click to call goal generated a positive lift. The client agreed that despite the underwhelming results, the experience was clearer and better for their users and opted to implement it across both desktop and mobile devices.
Conversion Rate