Moz Pro Onboarding
My Role
Lead UX Designer
Moz provides inbound marketing and Search Engine Optimization (SEO) Software as a Service (SaaS). They are well known in the SEO world for providing invaluable guides to increasing brand visibility and helping users create valuable content that their target audience loves.
Year
2021
The Story
Feedback from Moz users had expressed difficulty in using some tools, and retention after free trials were increasing more slowly than desired.
We hypothesized that making changes to the onboarding process for the Moz Pro 30-day free trial. We hoped to set users up for success, help them discover the value of these tools early on, and adopt them at the end of the trial.
The Goal
We had three main objectives for this project
Increase vesting and retention of Moz Pro by 5%
Increase the signup rate of Moz Pro walkthrough bookings by 10%
Increase the number of campaigns created within Moz Pro
The Problem
When signing up for a 30-day free trial of Moz Pro, users were asked to fill out a form collecting their name, billing information, and basic company demographics.
Users were then told to create their first campaign, which meant filling out a 6-step document that could require the user to perform initial research to complete.
A campaign is Moz’s name for the space you set up to track the performance of a url, oftentimes the root domain of a company’s website. Once your website is entered, you can browse through half a dozen tools that will tell you about your site’s SEO health.
After being released into the suite of tools, users would receive several call-to-actions and emails about scheduling a free product tour during their 30-day trial.
We hypothesized that we could get more users to sign up for Moz Pro by
The Solution
I hypothesized that collecting more personalized information from users and encouraging them to sign up for an onboarding session right away could set them up for success and make their experience with the tools that much better.
Users fill out five demographic questions that will tell Moz more about their needs
Users are given the choice between talking to someone now, scheduling a 1:1 onboarding walkthrough for a later date, or skip both and go create a campaign
The user is then shown a successful completion screen and provide the same link to make a campaign.
Outcome
We succeeded in two out of the three initial goals:
❌ Increase vesting and retention
✅ Increased signups by 11% (exceeding our goal by 1%!)
✅ Increased the number of campaigns created in Moz Pro
Only 2% of users tried scheduling a walkthrough as they were signing up, so we determined this feature would not be worth pursuing.
As of March 2021, Moz received the highest number of monthly 1:1 bookings in either 2020 or 2021, with a cancelation rate of just under 50%.
The fact that vesting and retention did not immediately increase told us that there were other issues within the tool that needed to be uncovered.
Total Bookings Mar 2021: 851
Total Bookings Jun 2020: 521