Marketing Website AI Interview Training App
Marketing website of a web app that offers a set of AI-based interview tools to help job seekers ace their interviews.
Role: Product Lead
Problem Statement
The website is not generating enough B2C conversions.
While sales have been strong for the B2B clients, including US universities and government organizations, we recognized the need to shift our focus towards the B2C segment.
Goal Statement
Increase the B2C Conversion Rate of the website.
Increase the B2C conversion rate of the website by identifying and addressing different user situations and needs, improving the user experience and implementing effective marketing strategies to attract and retain B2C customers.
DISCOVER
Onboarding Survey
I defined user segments based on their onboarding answers (situations & needs). The majority of users are currently employed and preparing for a future interview.
IDEATE
User Scenarios
To ensure the platform reached the right audience, a people-based selection strategy was adopted. It allows users to identify themselves based on their needs and situation.
The Hook Canvas
The Hook Model is a four-phase process that businesses can use to create products or services used habitually by customers. At its core, the Hook Model is about creating a customer habit. It also seeks to connect a customer’s problem to a company’s solution with enough frequency to make the engagement an ongoing practice.
In this case, the hook involves providing users with a free personalized learning plan that is created based on their responses to a brief questionnaire. The learning plan will also contain links to other enticing elements, such as features or tools that users can utilize within the app to ace their interviews.
DESIGN
Wireframes
I wireframed the main pages, which involved sketching out the essential sections and elements of the website and defining the overall structure and functionality of the website.
UI Design
After finalizing the wireframes, my next step was to design a user interface that was both visually appealing and intuitive to use. In particular, I aimed to create a clean, uncluttered design that focuses on highlighting the benefits that users would derive from the product.
I also made sure to carefully consider the layout of the interface, placing key words and call-to-actions in prominent positions where they would be easily accessible and immediately visible to the user.
Next Steps
When it comes to further improving the conversion rate, some next steps would be:
Test and update pricing plans based on conversion rate and user feedback
Test and improve the UX based on heatmaps, user flows recordings and direct user feedback.