SHOPIFY PREVIEW
Services: UI/UX Design, UX Research & Testing
About
As part of the integrations team at Mailchimp, our squad often juggled between multiple goals throughout the year. One of our most ambitious goals was to increase the amount of paid users connected to an app from 46% to 60%.
While there were many levers we could pull on to help accomplish this goal we took a step back to address some of the current issues reported by our customers.
The Challenge
Based on previous testing there were a few common themes we continuously heard from our users. Two of the most common themes were that our users didn't always understand the value an integration provided and how that integration would be used within Mailchimp. Our data supported this as it showed that users were more likely to churn due to a lack of clarity within the integration space.
This problem frustrated users as they had no idea how to take advantage of key features that gave them more insight into their customers.
Solution
Although we already had a section within the product that helped explain the basics of what each app provided our users before connecting, our users still had questions. It was clear to us that something else needed to be done. To help our users understand how the integration works post-connection we thought we could add a feature to show them.
We built a feature that gave the ability for someone to preview how an integration works within Mailchimp before they made the decision to connect. The preview would showcase the best features that users would have available to them once connected and provide a brief explanation as to how to use those features.
This would provide our users with clarity and confidence in knowing how something will look and operate before they decide to integrate.
Our results showed that 53% of users who viewed the preview went on to connect the app.
Before implementing the feature we ran a quick user test to validate our assumptions. Based on participant feedback, users reported that this feature helped them understand the value the integration provided and how to best utilize the data they received. This gave us the assurance needed to build the feature within the product.
After launching the feature within the product, we found that our initial hypothesis was true. Our results remained fairly consistent month over month showing that 20-30% of users that visited the in app detail page clicked on the “Preview Integration” CTA. Of those that viewed the preview page roughly 53% of those ended up connecting the integration.
Although this feature has been fairly successful, this feature hasn't been expanded to other integrations in the marketplace due to shifts in priorities.