Registration revamp, make users willing to complete registration and increase registration conversion
Overview
Registration is one of the most important journey for users to use a full product experience. Once the registration flow is bad, the user will don’t want to continue their registration process. If users don’t want to continue their registration (drop), it’s bad for business side.
Why bad for business? Registration is also important for business side, especially for e-commerce or marketplace products that usually depend on user data for the transaction.
In this case study, I want to explain the detailed process of how I revamp the registration journey to make users willing to complete the registration process and increase registration conversion.
The Problem
Many users do not continue their registration process — High drop-off rate in the registration process.
We also missed the opportunity to convert users to do transactions if the user do not complete their registration process and dropped.
Objective
Make users willing to complete their registration process & increase user registration conversion so that we can convert them to start doing transactions.
Problem Analysis
Why do we know that our registration process is problematic?
- Based on quantitative data (source from our Mixpanel), users starting to drop from the store info step and the highest drop is in the document step
Why does the user drop from these two steps?
1. Store info step
If we deep dive into the existing registration step, especially in the store info step, the user needs to fill in a lot of data such as address detail and store information.
That information is only needed if the user wants to do a transaction, if the user has low motivation, then the user will start to drop because they will think “Why did I need to fill in this information first?”
2. Document Step
The document step contributes to the highest drop step in the registration process.
It is because we require users to upload some sensitive data such as ID card, selfie with ID card and Tax ID.
Based on Qualitative data: play store review, user interview conducted by our UX researcher, and complaint data. The problem validated that users don’t want to upload their sensitive data (ID Card) because their intention is to use marketplace to buy some product they need, not try to loan money online.
So uploading an ID Card is irrelevant for marketplace context, I also discussed with the internal team on Why we ask users to upload their ID card in the registration process?
- The reason is to prevent fraud for users that use vouchers and use COD as a payment method
From that statement, we consider removing upload sensitive data in the registration process.
Proposed solution
- Reduce data that users need to fill in the registration process
- Asking some data for verification purposes in the relevant flow
1. Reduce data to fill
Why do we think reducing data to fill will works to make users willing to complete their registration process?
Reducing data means reducing user effort in the registration process if the user only needs to fill in a few data, the chance of the user completing registration is higher.
Which data do we reduce?
Address detail — address detail is irrelevant in the registration process since we only need an address pinpoint (google maps) to get the buyer's location to detect nearby sellers for them.
Uploading sensitive data (ID card, Selfie with ID card & Tax ID) — these kinds of data are used to prevent fraud for users to use vouchers and COD as a payment method, so we consider these data also irrelevant for registration purposes.
In the old registration flow, users need to fill in a lot of data. They need to complete 4 steps to finish their registration process.
While in the new registration flow, we reduce the steps to only 2 steps and users don’t need to upload any sensitive data (ID card), the user is still able to upload their tax ID (if they are registered as assessable) otherwise they don’t need to upload it.
2. Asking for some data in the relevant flow
We moved some data for verification purposes to prevent fraud and make sure that the users are real users in some cases
We believe that users are willing to give sensitive information as long as they understand how their data is used and they know the benefit when they give the data.
Here are the cases:
- When the user wants to use a voucher
If users want to use vouchers, then we ask them to verify their data first by uploading their ID card. When users verified they will be able to use the voucher, by asking for the ID card through the voucher flow feel more relevant rather than ask their ID in the first registration process.
Because uploading an ID card here will be optional, if only the user wants to use a voucher otherwise they don’t need to upload it.
- When the user wants to use COD
We also ask users to verify their data whenever they want to use COD as a payment method. COD is one of the highest-demand services in our platform, so if users wants to use this service they need to verify their data first.
- When the user ready to checkout
We moved filling address detail into the checkout flow because we only need user address detail for delivery purposes. So users is willing to fill in the info here rather than in registration.
The result of this project
This project shown positive result after a few months of implementation
Lesson Learned
I learned many things in this project, I learn about collaboration because this project strongly needs alignment with Ops team, product team, engineering team, and also Tax team because I need to know the context of why some data is needed in the registration process before removing some of it.
I learned about a leading brainstorming session because I worked with Associate Product Manager and this is his 1st project! So I need to be more proactive to make this project move forward.
I also learned about what makes the user don’t want to do certain things and how to make them willing to do those things. Learned about connecting relevant and irrelevant things.
