Getting people to the goal
After purchasing a hosting subscription, new Bluehost customers on the happy path see a purchase confirmation message then create an account by choosing a username and a password. But the data showed us that 15% of people were failing to click the CTA and move on to account creation. .
That meant they’d have to go through an annoying account retrieval process and often end up calling support. They needed clear guidance.
Things to fix
Next steps aren’t clear
Obviously, payment confirmation is an important part of the conversation here. But the essential next step is account creation.
To catch even a mention of that, new customers had to wade through the payment confirmation, a note about an emailed receipt, and an illustration. Yikes.
Mixed messages
The combined message coming from the headline and and the illustration was: “Yes! you did it! You’re done! It’s time to frolic!” (At lest that’s what I’m getting.)
Even when users finally made it to account setup messaging, the way it’s written makes it sound optional.
The solution
Make the next step clear
Telling new customers that the next step is creating an account plants that ideal in their heads right off the bat. We can still frolic, but then we’re setting up that account.
Say the most important thing loudest
Now, account creation is mentioned in the headline, the subhead, and the CTA. I also use the subhead to set expectations and tie account creation to their ability to log back in to their account.
Percentage of new customers who successfully created an account
The results
Account creation increased 7%
Based on our assumptions, we hoped to increase account creation by about 2%. We beat that, boosting the success rate from around 85% to 92%