F1 Unlocked: opt-in rate sudden dip
Challenge
F1 sought to nurture an active user-base by offering exclusive content in exchange for user registration. But initial results demonstrated a lack of opt-in into marketing communications.
Solution
A conversion rate optimisation initiative that yielded a significant increase (10%) in user opt-in.
Review
Without behavioural data, I hypothesised user mental models to inform a UX review, identifying friction points in the sign-up process that could be hindering opt-in rates.
User mental model
A lack of behavioural data required me to hypothesise the user’s mental model based on the type of content, initial touchpoint and the subsequent context set.
UX review
I conducted both journey and interface UX reviews to highlight potential issues that may have contributed to a lack of opt-in. Highlighting a user's potential aversion when encountering the sign-up modal.
Recommend
On top of making sure the design was aligned to UX best practices, my recommendation was to A/B test the new design against the old. Results showed the new version led to an uptick in opt-in rates.
Design hypothesis
I created alternative interface options for A/B testing for F1 to run. Factoring user mental modal, business objectives and tech constraints.
Result
Tests showed the recommended design led to a significant increase (10%) in the opt-in rate across both web and app.