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Driving new merchant sign-ups through a better on-boarding experience.
PayPal provides a suite of small business products and partner solutions to help merchants build, run and grow their businesses. In early 2017, PayPal created the Business in a Box campaign that packaged their business offerings into easy-to-understand bundles of services for small and medium-sized merchants. The campaign drove plenty of traffic, but did not successfully meet the campaign target metrics.
In the Fall of 2017, PayPal engaged UX Bureau to redesign their Business in a Box marketing page and on-boarding experience to support their renewed 2018 campaign.
Our team redesigned the overall Business in a Box landing page and on-boarding flow to improve sign-up and conversion rates. I focused on uncovering the issues with the previous campaign and improving the core user experience for the new campaign.
My role during the project:
I started by reviewing the metrics from the earlier campaign. There was greater-than-average drop-off after people landed on the campaign page. The drop-off once the user started down the sign-up process was even greater. After looking at the existing campaign page and on-boarding flow, it was apparent what was causing the issues.
It's basic human nature to want to know what they're buying before they commit to a purchase. The previous experience was asking users to sign up before they could find out what products were offered in the boxes. I proposed that we swap the order and let users select a box before they sign up.
Sketches from our strategy session.
We presented a few possible user flows including our recommended approach to the client. This set off a series of meetings with key business and technical stakeholders to determine what could be accomplished in the timeline before the campaign launch. Ultimately the client decided to keep a similar user flow to the prior campaign due to limitation of technical resources.
Our proposed user flow for the 2018 Business in a Box site experience.
With the technical considerations fleshed out, we moved ahead with the wireframes for the experience. Over the course of 3 rounds of UX review I honed in on the experience. I created Invision prototypes (view the final wireframe prototype) along the way so that our clients could click through and see how the experience would be for our users.
Initial marketing page sketch (left). Sample of final wireframes (right).
Once the wireframes were approved, I partnered with our UI designer as he created the layouts for each of the pages in the experience. As requirements changed in the design phase, I helped our UI designer translate those new requirements into meaningful design updates.
Business in a Box desktop page designs.
After passing off the approved designs, the PayPal development team took over. As they built out the web pages, I helped QA the experience and the new campaign launched in the 2nd quarter of 2018. So far the results show much better sign-up and activation rates than the previous campaign.
Screenshot of final responsive marketing page on mobile and desktop.
