We encountered a problem of losing users during or immediately after onboarding. With help of analytics data and FullStory (a visual experience monitor) I observed that a large number of users simply did not have enough content or design knowledge to modify their chosen templates to look "complete enough" to warrant payment after signing-up.

The following are some of the steps taken to reduce the drop of rate.
In cases where users did not select their colours, predefined colour schemes were set.
In cases where users did not have a logo at hand, text from their name or business name was used. Licensed stock images were made available for users with no images. Certain sections (like galleries, testimonials etc.) without any user inputted data were hidden - to save time and prevent steps users would take to remove them. These changes were implemented incrementally and carefully monitored, and we saw a reduction in dop off.

Secondly, In cases where users already had the necessary data at the point of sign-up, I observed some friction when it came entering their website data. The less tech-savvy segment of our users found the product a bit more challenging to use. With one of the major selling point of the product being "ease of use" we could not afford to lose them.

Skippable mini-tours were added at the first instance of a new section in the on-boarding process. Also, we tested populating users website sections by using data collected by a form that loaded up immediately after sign-up - for first tie users; as opposed to our initial procedure where users arrived at their dashboard with visual prompts on what to do next.
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This test was run on half of our new users for 3 months, and after observing our users and their success rate - ultimately became the standard procedure .

This project was carried out in 2020-2021 when I worked with Bex-IT Digital, Abuja, Nigeria. I was the Lead designer & Product manager for this project. Also, of the myriad of decisions a ideas that are required during product design & development as a team, I have only highlighted some of the ideas and updates I was directly responsible for.

All material changes were tested, to ensure an improvement in the required metric and I was able to justify them to senior management - where demanded.