Voicebox research and testing
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The purpose of this project was to improve booking rates for Voicebox by way of research and testing, and integration of an improved email marketing strategy.
In reviewing analytic data and the email efforts to date, I wondered why were users were dropping off the rates page and not booking. The Voicebox content strategy might not be working effectively.
I designed a different arrangement of rate categories and rewrote the explanations in attempt to make the rates information more concise, intending to reduce cognitive load.
Result of A/B test
The new design won. Users wanted more clarity around the choices, and reducing 6 choices down to 2 appeared worked well.
Another potential issue was at first less obvious to the user. The path to booking a karaoke room was cumbersome.
After clicking "book now" in an email, the user was first required to fill out a web form to request a reservation, and then wait for a callback from Voicebox to confirm the reservation. I strongly suggested implementing an online reservation system to make this process faster for their customers.
I also worked with the content strategist on providing more educational content in emails to build and foster a more long-lasting relationship with the customer. Historically, new Voicebox customers oftentimes became repeat customers.
Result of content strategy shift
This new content approach in emails resulted in a 50% increase in analytics goal completion within 2 months.