Background context

• Home page experiments are crucial for activating newly acquired users.

• Once users land on the home page (as outlined in the depth diagram above), they already have gained a basic understanding of the product.

• They are then encouraged to explore the product further. At specific moments, targeted prompts request additional information to personalize their onboarding journey.

• Through a framework of BANT (Budget, Authority, Need and Time Urgency), we qualify the lead. The self exploration and relatability leads to increase in Need perception and contributes to creating urgency.

Impact

• Rapid experimentation with the product team helped identify strategies to accelerate user context-building and boost BANT scores.

• The Activation metric (PE20) was continuously monitored to pinpoint successful elements of the experiment that could be retained.

• These experiments enabled us to confidently qualify leads based on specific parameters.

• Incorporating these learnings, the new home page version now features a carefully scripted presentation that clearly communicates TranZact’s value to users.

My Role

• Underwent an evidence-based experimentation drive to understand the user’s mindset.

• Worked hand-in-hand with the product team to craft a story that flows for the user.

Key learnings

• Prioritize “Show, Not Tell”: While the users are evaluating a product to be adopted, they want to skim the product before they get educated about the theory of the product.

• Adopt a User-First Lens for Communication: All product features and benefits must be framed from the user’s perspective — answering “what’s in it for me?” If messaging is too product-centric or technical, it risks breaking relatability and losing user interest.

• Create Progressive Disclosure Paths: Instead of overwhelming users upfront, information should be layered and crisp.