B2B e-Commerce
description
We improved email copy and added product bumpers to increase adoption of our newly launched e-Commerce site.
MY ROLE
As UX lead, I was responsible for mapping out pain points in the on-boarding journey, content creation, and UX writing.
CHALLENGE
Honeywell Building Technologies offers smart building solutions to improve and optimize building operations. From fire safety products to integrated security systems, our products can be found in many types of buildings, from commercial offices and schools to hospitals.
Late last year, we launched the beta version of our B2B e-Commerce platform to several distributor customers. For our seven early adopters, we provided white-glove service for the first few months via dedicated conference calls introducing the tool, answering questions and troubleshooting issues.
However, after rolling out to an additional thousand customers without such support, we received an influx of emails and phone calls. With the 2021 rollout planned to exceed 15,000 companies across 10 countries, the current on-boarding process proved unscalable.
things to consider
With the goal of increasing adoption while reducing CSR involvement and cost to serve, I started by reading up on some on-boarding best practices.
Multiple Touchpoints
An effective welcome email increases engagement by 33% [1]
Emails and in-app on-boarding flows should work together
Look at all three stages of on-boarding:
Before (registration)
During (initial on-boarding)
After (new features)
UX Writing
Hints and microcopy done right can increase conversions and attract bigger customers when the value prop is clear
When Google changed "book a room" to "check availability," they increased conversion by 17% on their hotel search product. [2]
The “Aha” Moment
Reduce risk of churn by getting users to their "aha" moment faster
Where possible, load relevant content so users don't start from a blank state
If they aren't taking critical steps, reaffirm the value prop, offer help or re-engage with useful content
Sources:
[1] ExpertSender - Welcome emails generate 33% more engagement
[2] Prototyper.io - Building a Better Product with UX Writing
Research
I used feedback from our early adopters, email inquiries and site surveys to highlight gaps in the existing process.
The minions show how long it takes for users to reach their “aha” moments
design
To address the gaps, I wrote new copy for the registration and welcome emails to include specific calls-to-action and tips and tricks.
I also designed a PDF on-boarding guide (pictured above) with step-by-step tutorials and bite-sized videos. This worked well for our target demographic who like to download and print documents for reference.
Next, we plan to build out the “product bumper” by enabling personalized landing pages tailored to the user’s role.
results
Through these changes and a combination of other team efforts ex. data cleanup, we saw:
Email bounce rates decrease by 6% from the first campaigns
Average open rate increase by 8.4%
Average clickthrough rate increase by 8.5%
Adoption (% of accounts with 2+ logins in a rolling 30-day period) increase by 25%
And this is just the beginning!
Keep reading:
