• Improve conversion rate and user retention via cost-effective, low-hanging fruit ideas
• +6.57% for 'Upload' feature
• +11,30% increase across must-do KYC tasks
• +5% increase in overall conversions
As I joined, ExpressSteuer was facing a lot of board pressure to increase web-app conversions. While there were many new sign-ups, almost 50% of them were “stuck” in the funnel, never finishing the process. It was crucial to learn the why’s and fix them. At the same time, there were severe time constraints, dev resource limitations (only one developer available part-time) and the general start-up chaos. We had to act fast and focus on low-effort, high-impact fixes.
Analytics revealed that a significant chunk of users would drop off during KYC, failing upload Tax-ID, a key tax document. My initial hypothesis was that users probably didn’t have their Tax-ID at hand (after all, who does?) and/or wouldn’t know where to look for it.
To validate my hypothesis, I first performed a UX/UI audit of our KYC flow, focusing on the screens that could hinder users from completing the task.
I then also I watched Hotjar heatmaps & interaction behaviour videos, to understand how users interacted with our app and collect qualitative data.
Finally, I also consulted our PMs on user research insights—they confirmed to me, for example, that our users weren't necessarily "tax-fluent". (With the confusing, high-level UX copy that we had throughout our user journey, this was an important insight.)
I then synced with PM & Dev to estimate the effort of issues, in order to focus on high impact, low effort solutions.
Alongside the UX errors, I also took the opportunity to clean up the UI. Here's an example of two screens, among many that were redesigned:
The new designs were AB tested against the old ones first with a 10% rollout. As we noticed an improvement across a range of leading, secondary, and primary KPIs, we then rolled the change to 50% and 100% of the users.
With users now being more effectively guided through the upload process, we achieved a +11,30% increase in unblocking users from being stuck in the funnel when it came to uploading their tax-relevant documents.
The new designs were AB tested against the old ones first with a 10% rollout. As we noticed an improvement across a range of leading, secondary, and primary KPIs, we then rolled the change to 50% and 100% of the users.
With users now being more effectively guided through the upload process, we achieved a +11,30% increase in unblocking users from being stuck in the funnel when it came to uploading their tax-relevant documents.
