Goal-setting: How a longer flow increased sales and retention
Problem statement
Learners need a more meaningful learning goal to match their expectations.
Process & testing
I worked closely with the product designer on this longer flow. I removed superfluous screens while being aware that this longer flow had to work very hard in terms of clarity and relevance to the user.
Some roadblocks were that motivation screens were to be used from the leads funnel, as well as that it all had to be localised. Therefore run-on sentences as a summary screen would not work.
Using a loading screen that adds additional benefits is an effective way to add value to the user's perception of the experience.
Solution
The A/B test meant that 50% of users completed the new, longer goal setting flow that contextualises their motivations with their goal.
Longer flow with 3 additional screens.
Impact & next steps
+83%
Overall conversion
The overall conversion was 83%.
There was an additional +3% lift in reminder setting rate, due to a +12% lift in the goal to reminder setting conversion.
The reason behind this is that users could understand the value of setting reminders more, now that they understand why the goal setting is important. This could also indicate better trust in the app.
Sales conversion also lifted +5%!
The feature increased engagement, retention and activation and gave users a moment to reflect on what it meant to learn a language. This preparation and understanding added to their engagement.