Funnel Design
product design + A/B testing + zenbusiness
About This Project
ZenBusiness is a tool that specializes in LLC formation for the average person. It’s supposed to be approachable by anyone. They needed new variations that made their packages more approachable and digestible.
The team and I came up with a set of 4 different tests to put into A/B testing against our original flow. The tests were all centered around making the packages easier to compare with each other.
Each of the 4 tests resulted positively against the original control.
results
-Users were easily able to pick the package right for them
-20-40% take rate on the Pro package
product design + A/B testing + zenbusiness
ABOUT THIS PROJECT
The team was tasked with coming up with variations of our new user flow to increase conversion design by making the presented packages easier to understand.
We came up with a set of 3 different tests to put into A/B testing against our original flow. The tests were all centered around making the packages easier to compare with each other.
Each of the 3 tests resulted positively against the original control.
Results
-Users were easily able to pick the package right for them
-20-40% take rate on the Pro package
2 Packages
The first package test was to test only presenting two packages, as opposed to the control that had 3. By eliminating the premium option, our hypothesis was validated when the user take rate increased for the pro package.
Sequential
The second package test was to test presenting the package options sequentially, from lowest to highest. The control funnel presented Pro, Starter, Premium. The Sequential test presented Starter, Pro, Premium.
Personas
The third package test was to elaborate more on what kind of user is best suited to each package, with the goal of helping users to find their best suited package and hopefully increasing the take-rate of the pro package.
