CASE STUDY

Data-driven Approach to Optimizing User Acquisition

AT QUESBOOK

Capture

Photo: Studio Ease/Unsplash

ABOUT QUESBOOK

Quesbook is a fast growing, global EdTech company, with headquarters in New York City. With anew and modern approach to test prep, Quesbook brings together all of the various elements ofeffective test prep into one connected experience.

GOAL

• Optimize for conversions. Pricing page should drive visitors to sign-up for a free trial or contact our support team.
• Create a positive user experience. Pricing should be presented in a way that is both transparent and easy for users to understand.

CHALLENGES

The pricing and signup pages generate a hefty amount of traffic from organic and paid channels. They were converting visitors to users at a poor rate.

APPROACH

Our team conducted research and analysis of the pricing page including the copy, layout, user experience, design, and conversion event in order to determine the roadblocks for user conversion. After extensive user testing and research on best practices, we came up with the following recommendations for our initial A/B tests:
• Provide more clarity of the offer and establish value of the product
• Assist consumer in understanding which subscription plan best fits their needs by adding copy such as “Best For:” and “Most Popular amongst”
• Add social proof and confidence-boosting elements
• Include a Frequently Asked Questions section to address any customer confusion
• Add security elements on signup page/credit card form such as SSL-secured
• Remove any unnecessary credit card form fields, and explain any that might be confusing for teenagers

By applying these recommendations, we learned that the primary issue in the pricing page was communicating the benefits of the product and its credibility. As a result, the pricing page observed gains in referral rate traffic to the plan page or sign up page. But in terms of conversion, the rate was still fairly low.

We ran feedback sessions with our primary demographic in order to understand what is keeping them from purchasing the product, even if there was the intent. We learned that most high school students who want to sign up for the prep platform did not have the means to create an account when a credit card is needed upon signup. We tested this hypothesis by split testing two different signup pages, where one requires a credit card and the other doesn’t.

OLD PRICING PAGE

NEW PRICING PAGE

OLD SIGNUP PAGE

NEW SIGNUP PAGE

RESULTS

• Increased referral rate from Pricing page to Sign-up page from 16% to 34.6%
• Increased overall conversion rate from 0.06% to 5.23%