A startup’s goal is to provide transparency for the market price of raw materials. Their “give information, get information” model relies on crowdsourced information that allows them to chart purchases for specific additive products based on one’s location, quantity of product and time.
Despite the valuable information a user gleans to gain, only 4% of website users were willing to share information about their own purchases. Why?
Following the small form adjustment, the conversion rate increased by 400%
Q began by interviewing the team about the situation and assumptions to generate hypotheses for the low response rates. The two main hypotheses were that: 1. Users believed the information to be sensitive and were reluctant to share and 2. There was effort and pressure to get specific numbers right with the open-ended value.
Through idea generation, A/B testing, and impact evaluation on conversion rates, Q advised one small, but very effective adjustment in the intake form on the website. Instead of having an input field for the price they paid to purchase a material, the form design was adjusted to a slider. This allowed users to passively and easily share data without feeling pressure.
"Having Q’s team look at our problem with fresh eyes brought us to discover a simple and elegant solution. Roy managed to pin down a huge problem we were facing at Glowlit, and through a small change brought us to see a breakthrough in the conversion and retention numbers around the world"