User Research

Objective**:**

To increase signup rates for Internshala short term trainings

Problem:

The current signup form is causing low user engagement and low completion rates due to its overwhelming nature. This results in missed opportunities for customer acquisition and incomplete user data for targeting and personalization.

• Is there an actual problem?
  • The current signup form is leading to only a 3% user signup rate, with 97% of visitors not even sharing their information to target.
  • It is hypothesized that the overwhelming nature of the form is preventing users from even starting to fill it out, leading to missed opportunities for customer acquisition.
• Is this the best solution?
  • Simplifying and optimizing the enrollment flow, and collecting information at intervals would incentivize page visitors to start the enrollment process and increase completion rates.
  • This is a different approach than the previous experiment, which simply moved the form to a new page.
• Is this problem worth solving now?
  • Improving the sign-up flow to increase signup rates would result in a larger pool of potential paying customers and therefore, potentially, an increase in payment rates.
  • Even if payment rates do not increase, improving the sign-up flow would still result in a better user experience, increased signups, and a larger pool of potential customers for targeting and personalization. Overall, this problem is worth solving to improve user engagement and increase business success.

Our Current product:

1. The current signup form is overwhelming with a lot of fields to fill out and dropdown options to choose to proceed. This might cause the users to abandon the form leading to lost opportunity and incomplete data.
2. Even for a signed-up user, if logged out, the form would be the same and would prompt them to log in (on another flow) or fill in other information in the same go. This might cause friction in the user flow.

Signup form for a logged-out user.

Login prompt for an already existing user trying to signup for an already signed up training.

In some cases, if the email id exists for the user and the user hasn’t signup up for that training, the name and last name fields are eliminated.

Objective:

The objective of the solution for this problem would be to optimize the user sign-up flow alongside the login flow to simplify the UX so that there are fewer chances of users dropping off on the signup form or in the case of a returning user, it is less friction.

What are our signup rates?