Onboarding optimizatoin
Reducing User Drop-offs During Sign-up
By capturing user intent I increased Online Store creation by 25% solving a critical friction point during signup
Industry :
Fintech
Role :
UX/UI Design
Platform :
Web/responsive
Company :
Instamojo
Context :
When customers first sign up to a product, they are filled with a mix of emotions and expectations. They want the product to be the solution they’ve been looking for. This, is a customer success problem. We were facing this on our product onboarding flow. From the data that there is huge drop-off happening throughout the onboarding steps.
The completion rate of a user signup till they view the dashboard is 21% or a drop-off rate of 79%.
Users are dropping off on various stages during the onboarding primarily at the following 3 stages.
Drop on the Mobile Number - 28%
Drop on Business profile - 37%
Drop on GST or PAN - 42%
Problem :
Analyzing the signup flow we made a few assumption where could be the problem
Objectives :
Understand the intent of the merchant who is being onboarded
Reduce the drop-off during merchant onboarding
Reduce the number of bad signups
Reduce the time taken for onboarding a merchant
Research :
Approach
We did user interviews and surveys to validate our assumptions and to find out the reason for drop-offs and concerns regarding the signups.
Insights
From the research, we found these things are issues in our Onboarding process.
Users are not comfortable sharing their Mobile numbers.
Not a good Onboarding process for a user who don’t have a full fledged business.
For a user who wants to create an online store, government details and bank account are not required but we still capture them as necessary.
User has to go through all these process just to get an experience of the product.
Solution :
After evaluating all the results and inputs from the stakeholders, I started working on the solution. I interviewed a number of our key stakeholders and conducted a brainstorming session with the team.
Outcome :
25% Increase in Online Store creation
79% → 58% Overall drop-off rate
5 → 3 Steps to complete onboarding for store intent users
Online Store creation increased by 25%. Drop-offs at the three critical stages improved after we added helper text and split the flow by intent. Users who signed up for an Online Store reached the dashboard faster, with fewer steps to complete.
The biggest finding was that users were dropping off because they didn't trust us with their information.
Let's work together
If you're building something complex and need a designer who'll get into the weeds with you, let's talk.
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