We also need to be able to segment our users better for reporting purposes and so we can understand where there are further opportunities for interventions, support and personalisation.
Our current sign-up funnels (mailing list, events, advisers) don’t support this increasing focus on personalisation and segmentation as well as they could.
For example:
- we can identify if people are a graduate, but not whether they are a very recent graduate, career finder or a career changer
- we're potentially losing possible candidates by not knowing who is in the ‘Other’ degree status pot and therefore not being able to support them appropriately
- the way we capture the year someone is in at university is flawed; if someone selects that they’re a ‘First year’, they will remain a ‘First year’ in the CRM, meaning that we must keep calculating which year they are in at any point in time
- we cannot identify people who are still at school
Our approach
- we carried out workshops with multiple teams within and outside GIT to understand how the data is currently being used and what the pain points and gaps were
- we developed a prototype for testing
- we carried out qualitative user research, iterating the prototype partway through to get better insights
- we revised the designs based on the user research insights
Design changes to the mailing list funnel
Start page
We shortened the heading and included ‘Free’ (which tested well in a recent split test). We also shortened the body text as research showed this was not being read. This enabled us to move the form higher up the screen. We also shortened and wrapped the privacy notice section so the button moves up the screen.
Are you qualified to teach
We’re removing the question and instead will add “Qualified teacher” to the life stage question. Qualified teachers will be triaged out and signposted to appropriate content.
Subject question
We moved this question to the start of the mailing list funnel. We found from our research sessions that users felt this question helped them feel like the information was personalised to them and had a more positive reaction to it. We also updated the content to improve the help text.
Degree question
We updated our degree question to have 3 options:
- Yes
- Not yet, I’m studying for one
- No
When a user selects ‘Not yet” we ask them which year they’ll graduate. This reduces the number of options we present to users and removes the unhelpful ‘Other’ option. From this answer we’ll be able to dynamically alter which situation question we ask users to that we can present more likely options based on their circumstances.
Life stage
This is a completely new question and asks people about their current situation. Here we can learn things like if someone is a career changer or is still at school, which will provide valuable information for determining the content and support services we provide.
Consideration
We have reduced the number of options in this question based on feedback from users, who found the options to be too similar and feedback from how the direct marketing team use the data.
Citizenship
Here we ask if someone is a UK citizen and if not, whether they require a visa and whether they live inside or outside the UK. If someone states they’re a UK citizen we can direct them straight to the postcode question. For those that are not UK citizens, it means we can provide more personalised services, such as visa guidance.
Postcode
We changed the heading of this question to encourage a response, shortened the help text to encourage completion and consolidated 2 paragraphs in the accordion to improve readability.
Progress bar
We are introducing a progress bar to show how far along the form someone is to encourage completion. Users did not have any way of knowing how many questions there are, and the number of questions changes based on their answers.
Next steps
We’ll be updating our other funnels to ensure we are collecting data consistently such as the events and adviser funnels. We’ll monitor user interactions to ensure our changes are working as expected.