Convertize
SaaS platform for A/B Testing.
Project Scope
User Research
UX and UI Design
Product Management
Website Goal
SaaS Platform Conversion Rate
Marketing Team Enablement
Lead capture
Project Timeline
2016-2018
Services
Web Design
Website UX Design
Convertize lets you A/B Test your ideas with smart A/B testing options. Users can focus on what they love while Autopilot feature maximises customers conversions.
In a nutshell, Convertize is a suite of products to help Marketing professionals run multiple tasks. Previously, Convertize was made up of 6 completely separate features, all developed in isolation from each other. The company then decided to become a suite of products and to unify the experience.
The Challenge
At Convertize we believe that optimisation comes before traffic acquisition. Keeping that in mind our goal was to make convertion rate optimization (CRO) easy and popular for every marketers and designers.
However, we realised that not everyone are very knowledgeable with consumer psychology or neuroscientific principle that can easily help increase their conversion. We wanted to make these principle easy to access and at the same time, easy to implement within a website.
With that aim we needed to produce a platform that can educate users about these principles and let them implement directly in their website.
Now, what benefit would one get if you can’t measure effect of the changes? With that goal we had to come up with a platform that will allow user’s to create a variation of their design and immedietly run an A/B test to measure the changes.
As a designer, our core goal was to combine all these features in a easy to use manner.
My team was responsible for validating the idea by creating a MVP first and then improve upon users feedback.
Main Goals
Users should be able to personalize their webpages and target specific groups of people in a number of ways with relevant content. Targets include devices (desktop, mobile and tablet), languages, countries, referral domains, specific times of the day, cookies, and new/returning visitors. Users can set multiple goals, including URL goals (e.g. visits), micro goals (e.g. click) and eCommerce goals.
The platform should include an automatic checklist before going live for factors including the number of scenarios being tested, the estimated experiment duration, the implementation of the tracking pixel and more.
Users should be able to choose how much traffic is sent to each version of a page and preview changes before they’re published. Convertize also includes cross-domain tracking, test duration forecasts, Google Analytics integration and real-time reporting.
Additionally, we should produce a library of persuasive tactics that will help users learn about neuroscientific principles and apply them directly within their website using a no-code browser based editor.
My Role
As an UX designer at Convertize I participated directly in the design process of the core application. My tasks ranged from running design workshops to creating final UI mockups and documenting their features. I had the opportunity to collaborate a Senior and a Junior Product Designer along with a team of developers and copywriters.
Main Tasks
- Producing product, technical and design strategy
- Facilitating product workshops, sprints and MVP planning
- Participating and collaborating in the UX design process
- Designing UI and Illustrations for the platform
- Converting Neuroscience principles into actionable marketing tactics.
- Establishing a design system and digital style guide
- Producing and maintaining 350+ tactic library
- Leading and training fellow designers
Functional click through prototyping
Conversion focused marketing website design
Soon after the launch of our platform our team focused on designing the marketing website. We incorporated modern illustrations and produced 30+ pages for the marketing website. To streamline future design and development I also initiated designing a design system.
We had created a platform for other business to take advantage of and create highly converting landing pages. It wouldn’t be ideal if we don’t take advantage of the same benefits. Saying that, we designed our landing page complementing the tactics we produced. We tried checking multiple versions and ran A/B test to check which variant performs the best and thats when we saw an astonishing 67% increase in conversion rate.
This result helped us validate our idea and marked our path clear to implement this for the rest of our website. This even prompted us to refresh our blog to give it a more attractive and clean new look.
Convertize Blog and illustrations
Part of the website required us to produce a modern blog to share new ideas from our inbound marketing team. To make the articles illustrative and attractive I produced around 200+ illustrations using modern design.
Key Takeaways
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Conclusion
Convertize was an amazing startup to work for. The team was mix of young talents and our CEO always inspired us to improve our skills to get better at what we do. Consumer psychology and behavioural science is the recent talk within the online marketing industry and we strongly believe Convertize will leave its mark shaping the industry for a long time.
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