Refactoring the Credo Conversion Flow


Posted on April 5, 2017 in Business

While refactoring a lot of the Credo conversion flow recently, one of the sticking points I knew I needed to tackle was the main conversion form.

Screenshot 2017-03-25 15.27.41

There are two ways to convert on Credo:

  • The main project creation flow found here, and
  • The form on any /team-member/ profile page, like mine.

The main project creation flow is the most valuable both for businesses looking to hire and for Credo pros, so it is the one we want to prioritize.

The old site had a few challenges:

  1. Too many choices in the top navigation that put people into parts of the site where it was hard to know what to do next;
  2. No clear reason to pick one path over the other (paradox of choice set in hard); and
  3. Links on deeper pages that did not provide any value and only distracted people from the end goal.

When looking at the old conversion flow itself, there were even more challenges:

  1. Too many steps. The old form had 8 (!!) steps. The new one has 6;
  2. Not clear how the different fields mapped to each other;
  3. Not clear what people should put. For example, was a $2000 budget for a single project, or every month? That’s been simplified;
  4. Asking for too much information up front without psychological buy-in.

The goals for this next version come off the above:

  • Reduce the number of form fields and steps required while still gathering the needed information;
  • Using the breadcrumb conversion technique to gradually ask for more and more of a commitment;
  • Simplify and clarify exactly what people are saying with their selections;
  • Be more conversational and friendly to create a delightful experience as opposed to a transactional one.

I think we’ve accomplished this. Let’s look at each step.

Goal 1: Make getting into the conversion flow more seamless

The old flow worked like this:

  1. Homepage (or whatever landing page) >
  2. /start/ (with options to go other places) >
  3. /inquire/

The new flow looks like this:

  1. Homepage (or whatever landing page) >
  2. directly into /inquire/ remembering what you selected

We’ve done this by making a number of changes:

  1. Implementing a dropdown selector instead of using a big green button;
  2. That dropdown selector submits with a POST that remembers the service selected in the URL bar;
  3. After a quick explainer, the project creator can then select a few more options (or not) and continue on.

Check it out in practice:

New flow

rethought-flow

Old flow

old-flow

We eliminated a step and already got the potential project creator involved in the process by having them select their main need, and we are limiting the potential for paralysis by analysis by limiting the number of services they can select at first.

Goal 2: More Conversational

The old conversion flow was, at best, impersonal. It just asked questions or made statements like “Tell us more about your project”.

It did nothing to build trust or provide a delightful experience. No one likes filling out a form, even if you’re looking for something specifically, so why not try to make it a bit easier to do and delightful at the same time?

At the end of the day, I want people looking for a consultant or agency to work with to feel great about their decision to use GetCredo.com.

Here are a few screenshots of how I try to make people feel great as they go:

We already know what they need and are trying to be more helpful:

Screenshot 2017-03-25 15.15.39

We think their project is awesome:

Screenshot 2017-03-25 15.17.43

Goal 3: Fewer Steps and Distractions

For the most part, the fewer steps and form fields your form has the better your conversion rate will be. This is not always true, but I have seen a direct correlation between requiring less information and the conversion rate of GetCredo.com.

The old site had ten steps to the conversion flow:

  1. Get Started button
  2. Start page (explainer)
  3. What best describes you? (originally meant to have a very low psychological barrier to entry)
  4. Marketing channels needed (with 10 options and SEO selected by default)
  5. Type of project (one time, recurring, not sure. This was confusing)
  6. Budget to hire (wait, one time? Overall?)
  7. Give more info about the project
  8. Provider preference (consultant or agency, no preference as default)
  9. Personal info
  10. Submit

credo-old-homepage

That’s a lot of steps! While I’ve been able to improve conversions by tweaking things, I always knew there was a better way to gather the same important information in fewer steps.

The new flow is this way with eight:

  1. Select primary service needed in dropdown
  2. Explainer page (which is really the first step in the form)
  3. Other services needed (trimmed down to 8, with their need from step 1 already selected)
  4. Provider type preference (same as original)
  5. Budget and type of project (combined steps 5 and 6 above to make it easier to understand)
  6. Give a bit more info about the project
  7. Personal info
  8. Submit

Screenshot 2017-03-23 22.30.05

We were able to meet our goals of fewer steps while still gathering the same information and clarifying steps that were confusing. We also eliminated a bunch of distractions – links on the explainer page taking them elsewhere, the top navigation – to keep their focus on creating a project. This also necessitated me getting over a test I ran years ago on a different website where removing the nav hurt conversions, so I consider that a win.

Goal 4: Better Psychological Triggers (the breadcrumb technique)

Finally, we wanted to refactor the conversion flow to ask for information that people are often more reluctant to provide, such as budget and email, at the end after they are already committed.

I’ve mentioned the breadcrumb technique before, which is a technique I learned from Johnathan Dane who is the founder at KlientBoost. He says:

Your goal is to get the visitor to micro-convert on a step with fields/questions that are easy to answer. Once you’ve done that, you unlock some pretty crazy conversion potential

I realized that I have always done this to an extent with Credo simply because we need to collect more information in order to make the right recommendations. But, it’s also quite possible to make your form too long and require too much clicking which leaves people frustrated.

I’ve been able to alleviate some of this in the past by selecting default answers to form questions. Once I did that, we saw a conversion uplift.

But when I started thinking about the more and less psychologically taxing questions, and did some research into it, I realized that we needed to reorder the fields to a) get commitment earlier and b) help them find success earlier in the process by becoming committed.

This new version should do that better, though there are definitely some areas I am nervous about and so we’ll likely continue testing and tweaking!


This has been the second post in our series about the new version of Credo and the thought that went into the features. I’d love your feedback and questions in the comments!