Niquita Williams
UX Writer and Content Designer
This sign-up page was created to promote a demo of a data analytics tool created by dbt Labs. I wrote it using data from Mouseflow (a user experience tool) as part of an A/B test to measure conversions for the targeted user persona.
Before:
Challenge:The original writing for this demo page was broadly targeted, aiming to serve almost all of dbt Labs' wide-ranging user personas. Due to its lackluster metrics, I contemplated re-writing and tailoring its benefits to the users most likely to convert.Insights:My UX-centered rewrite for this page targeted dbt's Manager/Lead/Mentor persona who is shopping for solutions that improve the quality of deliverables and foster team unity.• The persona's main goals are encouraging collaboration, improving the quality of the work presented to stakeholders, and implementing more efficient systems
• Their biggest pain points are team burnout, the lack of repeatable processes, and the frustrations of stakeholders who are dissatisfied with slow production and unreliable deliverables
Implementation:I maintained dbt Labs' conversational and authentic brand voice while conveying the brand's nuanced understanding of the target persona's goals. I also increased references to the user's "team" to speak to their managerial priorities—avoiding language that referenced individual users.Results:The updated, user-centered page had excellent results during A/B testing and was officially implemented. Stakeholders were very pleased by the increase in conversions, and users were better served by a clear description of this demo's offerings."We tested new copy (thank you @Niquita) and it was a hit! We had a 58% total lift, and 93% stat sig with Variation 2, so I wanted to push that live."- Allyson Larson, Web Growth Specialist at dbt Labs
After:
Split test performance:
