Our template gallery proved to be a source of high engagement, receiving high volumes of clicks from customers and prospects, but had a high rate of drop off. We wanted to test the assumption that if we made the journey from template selection team creation, we would decrease the drop-off rate, and increase engagement.
Our current experience requires all visitors of the template gallery to provide us with basic identifying information in order to download the template (like name, email and role).
Learnings
Testing assumptions is critical
Cross-team collaboration
User behavior
Company
Guru Technologies
Can using a template lead to team creation?
For this project, it was crucial that the brand, marketing, and product teams aligned on a shared vision to ensure we were all working toward the same goals. One key challenge was tracing the user journey from their first visit to our marketing site through to conversion.
Initially, we faced discrepancies in how each team tracked user data, which made it difficult to make informed decisions about what was working.
The new UI allowed users to scroll through and preview their selected template, giving them a glimpse of the Guru experience before they created an account.
The collaboration between teams not only helped us track data more effectively but also ensured our messaging resonated across the entire user experience, leading to better decision-making and alignment on key objectives.
Initially, we faced discrepancies in how each team tracked user data, which made it difficult to make informed decisions about what was working.
To address this, we set up tracking across the funnel, allowing everyone to see the full journey and understand what contributed to success in the product. With our template gallery driving significant engagement, we identified the need for cross-team collaboration between the top-of-funnel (marketing) and post-sign-up (product) teams.
Together, we designed an experiment to seamlessly guide users from templates to creating teams, optimizing for conversion without negatively impacting each other's areas.
Mapping the journey, creating designs and sharing with engineers
First, I mapped the user journey from initial template selection to landing in product and this helped me to understand what this experience felt like for new users. After sharing with engineers to understand the technical limitations and overall feasibility, I finalized my designs and shared out with the larger team.
What else did we consider and why didn’t we do it?
Other ideas were brought up during the discovery process, like migrating the template gallery into the product, but overall we hoped relatively small improvements would help us determine if this was a good place to continue to spend time and resources.
Team creation increased rapidly, but so did drop off.
Just like we expected, team creation increased rapidly for those in the variant group, and surpassed every team creation metric we had. However, users in the variant experience made almost no actions after they landed in product and got the template content.
Next steps for this project are to get a better understanding as to why those new users who wanted the Template content didn’t use our product. Our first step to understanding will be gathering some qualitative feedback from users, from both the variant and control experience. We plan to dig into aspects like: