Demystifying a no-code
Webpage Builder
Problem Statement
Considering the ideal user profile’s frustrations and needs the flow of the sales page creator must be revamped for a seamless experience.
Current user journey:
Target Group Pain Points
Research & Insights
Generally people from the sales team are process driven and tend to get disoriented with change.
Based on the user feedback from customers across different demographies and industries, the consensus is
Setting up a sales page is complicated
Requires handholding from the customer success team
Usually, does not end which the first chosen template, so they have to walk through the process again using another template.
which makes the entire process time consuming.
Challenges
While auditing the current user journey of the sales page builder, we encountered a barrage of accessibility issues and instances which might create friction for the users.
Taking the target group’s pain points into account, we decided to focus top 3 instances which might maximise the impact of user engagement whilst addressing their frustrations with the platform.
To edit, the users should click on each individual element which are randomly placed.
Not allowing the users to switch between the templates
Dynamic data fields are not easy to use, and can go wrong as they are editable by the user similar to a regular content block.
Feature Discovery Process
Challenge #1: Simpler Page creation flow
Currently, the ‘Sales Page’ creator flow is almost similar to a no-code website creation platform which requires a designer/developer with certain existing knowledge of how it works to get it up and running.
Since the template is fixed and cannot be modified by the user in terms of the structure, we can allow the user to update each element of the template in a sequential manner like a form by structuring the screen into
Header - Snippet details of the sales page & actions associated with it
Left Pane - Displaying the template’s structure [WYSIWYG]
Right Pane - Form with details of the element highlighted on the left page
Challenge #2: Easy template change
Incase the chosen template is not finalised, users would end up creating a new template which takes more of users time and increases platforms overhead by storing junk data.
They should be able to switch to a template of a particular category (e.g. Sales / Greeting…etc)
What will happen if the newly chosen template has different set of elements?
When changing a template, if there are elements which are not updated, user(s) can update it in a sequential manner before publishing.
Challenge #3: Dynamic Data field Management
Currently, these dynamic data fields (i.e. Merge fields, in Hippovideo) are prone to end up not working as its editable by the user.
We, would be able to address this conundrum using our new design structure, where we have a clear differentiation between the element
Content updation area [Right Pane]
And, content formatting area [Left Pane]
How will Dynamic data fields work?
Going forward, these dynamic data fields can only be inserted / removed and not edited partially as we are going to manage them as tags for each dynamic data field.
Final Design Document
Prototype Document
KPI Objective
By doing this, the intention is to
Bottom line
Increase in the % of sales page creation — independently without the dependance on support team
Top line
Increase in the user engagement %, it would increase in organic growth by word-of-mouth marketing.