In 2013, SpeedUpMyPC (SP) was one of Uniblue’s core products and main sources of revenue. Qualitative research (Trackerbird) highlighted the following key insights:
- 98% of SP’s active user base are evaluation users
- 97.1% of the users who activate the product do so within 30 minutes from installation
- 85.2% of users who activate the product do so by running the product 2 times or less
We hypothesised that if we can communicate more value to the user within the first 30 minutes we may be able to increase conversion substantially.
The company-wide initiative was named SP Guy 2 and boosted by campaign posters featuring the slogan: "Keep calm and get Guy # 2".
The main premise was that every 100 product installations resulted in one purchase. The challenge was set to get the second guy to also purchase - get guy # 2! Since we knew that the strength of our product lies in the scan and that most purchases happen as a results of the scan, this was the first area to improve. Naturally it involved a radical rework of the GUI (see illustrations below: old GUI on the left and and new GUI to the right).
Welcome screens were added to highlight the product’s value proposition to users who receive the product as part of an installer campaign (silent install).
The second important touch point to improve was the Purchase screen.
The application's tone of voice and words were simplified to explain scan results as well as the meaning of all technical features. Based on usability studies, we know our users find the technical aspects of utility software daunting. By helping the user understand what exactly the application does, we hope to increase trust and improve the overall experience.
In the GUI we used colour to show incremental value and emphasise the priority of error fixes.
The application was launched as an A/B split test with the existing market version as the control. Rigorous event tracking was implemented on all main call-to-action buttons. The test outcome was in favour of the redesign and showed a 21% uplift in conversion to sale.
Although we had a clear winner, we saw a significant drop in our cross- and upsells. This caused concern and we had to act quickly. Through qualitative tests we tried to learn more about the user experience and possible ways to improve the drop in conversion.
This exercise improved our teamwork and turnaround time. It also provided us with valuable insight for future iterations.