Why Do Smartphone Users Convert Less? A UX Research Case Study

THE SCENARIO

In our loan comparison, the usage data shows that the conversion rate (visitors → loan application) for smartphone visitors on the verivox.de website is lower than for desktop/laptop visitors.

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RESEARCH QUESTIONS

• How can you find out what is causing this?  
• Develop a hypothesis that could explain the difference in the conversion rate.
• How would you proceed to evaluate an improved user journey with regard to your hypothesis (taking into account the different phases of the product cycle)?

MY ROLE

UX Researcher

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METHODS

• Desk Research
• User flow
• Competitor Analysis
• User Journey map

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GENERAL QUESTIONS

• Customer: Who is the user/customer?
• Product: Which pages/positions are affected?
• Background: What do we already know about this topic (studies)? Have we already tested it?
• Measurement: How can we measure success?
  Which KPI can we use to measure success?
• Challenges: How can the application process be designed to be truly user-orientated?
• Goals: User-centred journey on desktop and smartphone.

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USER JOURNEY MAP

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Mobile less details visible at the same time.

Account check in First View Mobile? Could this be a problem?

Presumption: The user does not have all the data that is available on mobile devices.

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HYPOTHESIS

Due to the many details in a comparison and the form fields/data, it is more difficult/more time-consuming for the user on the smartphone to obtain a quote because they may not have all the information to hand when traveling.

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PRODUCT LIFE CYCLE

Brainstorm

• I would now look at all possible pain points in Microsoft Clarity and Analytics
• Benchmarking: f.e. Check 24
• New journey/feature based on interviews, concepts, analyses
• Discuss with UX Sparring partners

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Define

• Success Metrics: Increase conversion rate
• Possibility to reduce the form fields? (Probably difficult, but maybe there is the possibility to fill in the rest only when you accept an offer?)
• Who are the users?

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Design

• Prototype of new ideas and solutions
• Collaboration of UX and PO/PM

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Test

Testing with users

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Launch

• Launch and A/B Testing
• Conversion rate increases in the best case

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Re-Test

• Analysing the user journey in Analytics/Clarity - What has changed? Has it improved?
• Product is improved iteratively

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