B2B client user accounts
Large SaaS B2B service with over 100,000 clients
Testing was performed on the initial registration process and company profile page, as well as other areas of contact with first-time users.
CUSTOMER CHALLENGES:
Unexpectedly large customer churn rate with new customers after creating their account for the first time.
Research participants:
- 100 participants
- Live in large cities
- Business owners and employees who are end users of the service
Issues IDENTIFIED
- Tedious onboarding process. Customers were asked to fill in unnecessary fields to get started, which was a lot of extra work.
- Users made errors while creating objects as they didn't understand the requirements of the system.
- Customers had trouble looking for necessary features and got confused by bad navigation and naming.
- A number of prototypes with improved features were created and tested.
- UI changes were implemented.
Results:
−34%
Abandoned demos
+12,5%
Conversion rate
