Company
Firstleaf
Role
Product Designer
Year
2023 - 2024
A look into Firstleaf's acquisition flow
The acquisition path at a high level involves users discovering us via a social media ad, organic search, or referrals, and then taking our wine quiz to find wines that match their tastes. Following this step, they review their results and proceed to checkout.
Business problem
Drop-offs in conversion rates within our acquisition flow
While a large percent of users initiate the wine quiz and reach the results page, only half of them proceed to the checkout phase. Out of those, only half successfully complete it. Our primary aim was to understand why users are dropping off at these stages.
Using data to unearth user problems
We dived deeper into the suer experience - doing usability tests, user testing and going through FullStory sessions to unearth some user issues.
User pain-point 1
Improving the quiz experience
What we found
A significant portion of users demonstrated a preference for expedited access to the results page. Through FullStory sessions, we observed users repeatedly utilizing the "skip" button across all quiz questions to hasten their journey to the results page.
How we solved it
To accommodate users seeking quicker access to their results, we implemented a "skip quiz" button within the quiz interface. Additionally, we refined the copy on the results page to highlight bestsellers rather than personalized wine recommendations.
Outcome
This update ended up saving user’s time and effort, which resulted in a sizable increase in checkout starts and order placed.
User pain-point 2
Improving the quiz results experience
What we found
User testing revealed a desire for more comprehensive wine information in an easily digestible format. Users wanted to understand the connection between their quiz responses and our wine suggestions before completing checkout. Additionally, the wine cards were found to be not mobile-friendly, which is critical considering approximately 70% of our users place orders via mobile devices.
How we solved it
We addressed these challenges by redesigning the wine cards by adopting a mobile-first approach. Transitioning to a 1x1 layout, the updated cards now feature visually appealing and detailed information about each wine, including why it was selected for the user, tasting notes, and suggested pairings.
Outcome
The improved wine card experience proved to be mobile first, visually more attractive, while conveying the info that the users needed to see. It created a major lift in our conversion rates.
User pain-point 3
Improving the checkout experience
What we found
Despite 70% of our orders being placed via mobile devices, our checkout process was not mobile-friendly and appeared outdated.
How we solved it
Recognizing the importance of catering to mobile users, we implemented a redesigned checkout experience that prioritized mobile usability, efficiency, and speed.
Outcome
This redesign made our checkout mobile-first, fast and efficient, greatly improved our conversion rates.
Future steps
We have figured out a couple of more user problems in this acquisiton flow, and are working on improving those. More to come!