My work was mainly focused on:

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The process of devising a solution involved a meticulous comparative analysis of the consumer journeys provided by the competition, especially focusing on the stages where Microsoft experienced the most significant loss in leads:

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• Elimination of Credit Card Requirement: Recognizing that this step caused the most significant drop-off, we removed the mandate for users to enter their credit card information for free trial access.

 

• Simplification of the Purchasing Process: The study revealed that streamlining was necessary. By cutting down the process to no more than 5 steps, we matched the efficiency of competitor models and reduced potential friction.

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The comprehensive analysis of user behavior was pivotal in formulating our approach to solving the client's conversion challenges. Utilizing analytics tools like Google Analytics, Mixpanel, and Hotjar enabled us to conduct a deep dive into how users interacted with the website. These tools provided insights into user engagement, page views, bounce rates, and the specific stages where potential customers abandoned the conversion funnel.

Beyond quantitative data, I embarked on a qualitative analysis to understand the audience's perceptions and behaviors concerning online credit card usage. This involved gathering feedback through surveys, user interviews, and focus groups. I explored their apprehensions, preferences, and experiences, which shed light on the psychological barriers faced during the sign-up process.

This dual approach of combining hard data with human insights allowed us to cultivate a strategy that was not only informed by user activities but also by their sentiments and concerns.