As the Product Manager of eCommerce and UX, I submitted a proposal to streamline CBR’s two websites (desktop and mobile) into a single responsive website and led the effort with an internal and external development team. During this project, we optimized and iterated on previous designs informed by user research and engagement metrics. Fostering a positive synergy with the internal and external team allowed us to deliver these updates on-time and on-budget. Our primary objective was to optimize for Mobile, and in doing so, we improved our SEO ranking and provided efficiency for the production team by decommissioning the redundant CMS instance.
We were able to consolidate multiple Pricing pages by adding drop-down selectors for the key identifiers (repeat, international and multiple-birth). We also updated the back-end logic to pull prices directly from the database, rather than hard-coding, as it had been before. This allowed us to pass the selected plan and respective prices to the first page of Checkout which provided consistent price messaging and an improved customer experience.
The previous FAQs were one continuous page with “back to top” links under each question and answer. With the responsive version, we wanted to organize and improve the experience by adding clear categorization, easy navigation and quick-links to contact customer support.
The optimized enrollment flow reduced the number of steps from 7 to 4. Based on insights from user research and reviewing funnel bounce rates, we prioritized an eCommerce flow (select product, enter personal info, confirm & submit order) over the previous lead-gen prioritized flow, which had the user enter personal information before they could select a plan. We also found that splitting the Personal & Payment info screens reduced user fatigue and increased online enrollment completion rates.