Editage 2.0- Improving the form funnel
Editage 2.0- Improving the form funnel
Editage 2.0- Improving the form funnel
Enhancing clarity and credibility for global researchers
Enhancing clarity and credibility for global researchers
Enhancing clarity and credibility for global researchers
Role
UI/UX Designer
Industry
Global Technology
What is the form funnel (for Editage)?
What is the form funnel (for Editage)?
What is the form funnel (for Editage)?
What we refer to as the form funnel is the transactional flow that the user gets into whenever they click on "get quote" via multiple entry points -- the most common being on the top right corner of the homepage.
This is where we want our users to be and move forward. The most ideal scenario for us is when the user places an order.
What we refer to as the form funnel is the transactional flow that the user gets into whenever they click on "get quote" via multiple entry points -- the most common being on the top right corner of the homepage.
This is where we want our users to be and move forward. The most ideal scenario for us is when the user places an order.
What we refer to as the form funnel is the transactional flow that the user gets into whenever they click on "get quote" via multiple entry points -- the most common being on the top right corner of the homepage.
This is where we want our users to be and move forward. The most ideal scenario for us is when the user places an order.
To place an order, the user needs to take these steps that are essential for shaping up their order and determining the cost.
To place an order, the user needs to take these steps that are essential for shaping up their order and determining the cost.
To place an order, the user needs to take these steps that are essential for shaping up their order and determining the cost.
Old form before the overhaul
Old form before the overhaul
Old form before the overhaul
Key Areas of Improvement-
• Establish a clear visual hierarchy.
• Divide the form into clear steps so as to avoid decision fatigue. The user should know what is expected next.
• Highlight positive experiences like getting a discount.
• Help the user make an informed decision.
• All the CTAs should be contextually and clearly visible.
Add new feature: Upload document to calculate word count.
At Editage, we wanted to help the user auto-calculate their document word count by simply uploading it. This would help us generate an accurate quote based on their calculated word count and they will not have to upload their document again to submit the order.
This is also the first step by Editage in automating some flows and understanding the user better. Additionally creating opportunities to personalize the experience in the future.
Key Areas of Improvement-
• Establish a clear visual hierarchy.
• Divide the form into clear steps so as to avoid decision fatigue. The user should know what is expected next.
• Highlight positive experiences like getting a discount.
• Help the user make an informed decision.
• All the CTAs should be contextually and clearly visible.
Add new feature: Upload document to calculate word count.
At Editage, we wanted to help the user auto-calculate their document word count by simply uploading it. This would help us generate an accurate quote based on their calculated word count and they will not have to upload their document again to submit the order.
This is also the first step by Editage in automating some flows and understanding the user better. Additionally creating opportunities to personalize the experience in the future.
Key Areas of Improvement-
• Establish a clear visual hierarchy.
• Divide the form into clear steps so as to avoid decision fatigue. The user should know what is expected next.
• Highlight positive experiences like getting a discount.
• Help the user make an informed decision.
• All the CTAs should be contextually and clearly visible.
Add new feature: Upload document to calculate word count.
At Editage, we wanted to help the user auto-calculate their document word count by simply uploading it. This would help us generate an accurate quote based on their calculated word count and they will not have to upload their document again to submit the order.
This is also the first step by Editage in automating some flows and understanding the user better. Additionally creating opportunities to personalize the experience in the future.
Goals
Goals
Goals
With the overhaul of the forms with the website, we undertook some serious product and business goals, but first, we had to build a simple user-friendly form that the users can use with ease before layering it with other business goals.
With forms, we kept learning with every design that we shipped and kept altering our approach as our users responded.
Our key goals were:
• Increase the web to form ratio from our key website and landing pages by 10-15%
• Reduce the drop off at SL1 (service level 1 page), SL2 (service level 2 page) and the Plan page by 10-15%
• Increase the form submit rate by 20-25%
• Increase the average order value by 10-15%
• Reduce the service requests to Customer service by 40%
• Upsell add ons on 10% of the orders.
With the overhaul of the forms with the website, we undertook some serious product and business goals, but first, we had to build a simple user-friendly form that the users can use with ease before layering it with other business goals.
With forms, we kept learning with every design that we shipped and kept altering our approach as our users responded.
Our key goals were:
• Increase the web to form ratio from our key website and landing pages by 10-15%
• Reduce the drop off at SL1 (service level 1 page), SL2 (service level 2 page) and the Plan page by 10-15%
• Increase the form submit rate by 20-25%
• Increase the average order value by 10-15%
• Reduce the service requests to Customer service by 40%
• Upsell add ons on 10% of the orders.
With the overhaul of the forms with the website, we undertook some serious product and business goals, but first, we had to build a simple user-friendly form that the users can use with ease before layering it with other business goals.
With forms, we kept learning with every design that we shipped and kept altering our approach as our users responded.
Our key goals were:
• Increase the web to form ratio from our key website and landing pages by 10-15%
• Reduce the drop off at SL1 (service level 1 page), SL2 (service level 2 page) and the Plan page by 10-15%
• Increase the form submit rate by 20-25%
• Increase the average order value by 10-15%
• Reduce the service requests to Customer service by 40%
• Upsell add ons on 10% of the orders.
Editage form 2.0
Editage form 2.0
Editage form 2.0
How did we achieve some of our goals? Let's break it down.
How did we achieve some of our goals? Let's break it down.
How did we achieve some of our goals? Let's break it down.
1. A cleaner UI with targeted steps
A fast-performing website and a simple UI has led to funnel improvements and proves as a solid foundation to build more features. As per the user testing videos, the users are able to take actions easily and move where they want to.
1. A cleaner UI with targeted steps
A fast-performing website and a simple UI has led to funnel improvements and proves as a solid foundation to build more features. As per the user testing videos, the users are able to take actions easily and move where they want to.
1. A cleaner UI with targeted steps
A fast-performing website and a simple UI has led to funnel improvements and proves as a solid foundation to build more features. As per the user testing videos, the users are able to take actions easily and move where they want to.
2. Content that helps the user decide.
How certain content is represented textually and visually plays a very important role in the user’s decision making process. The content was structured and potrayed in a way that made it easy to grasp and help decide with the help of social proofing,testimonial etc.
2. Content that helps the user decide.
How certain content is represented textually and visually plays a very important role in the user’s decision making process. The content was structured and potrayed in a way that made it easy to grasp and help decide with the help of social proofing,testimonial etc.
2. Content that helps the user decide.
How certain content is represented textually and visually plays a very important role in the user’s decision making process. The content was structured and potrayed in a way that made it easy to grasp and help decide with the help of social proofing,testimonial etc.
Service introduction on the service selection page
Service introduction on the service selection page
Service introduction on the service selection page
An add on card with benefits and social proofing
An add on card with benefits and social proofing
3. Service upgrade pitches
Keeping in mind the goal of increasing the AOV, we pitched the next best service to the users on the plan selection page.
This had a positive impact with 1.6% users upgrading to the premium editing service and 8% users upgrading to the scientific editing service - the top most service which is also the most expensive - thus, contributing to the increase in average order value.
3. Service upgrade pitches
Keeping in mind the goal of increasing the AOV, we pitched the next best service to the users on the plan selection page.
This had a positive impact with 1.6% users upgrading to the premium editing service and 8% users upgrading to the scientific editing service - the top most service which is also the most expensive - thus, contributing to the increase in average order value.
3. Service upgrade pitches
Keeping in mind the goal of increasing the AOV, we pitched the next best service to the users on the plan selection page.
This had a positive impact with 1.6% users upgrading to the premium editing service and 8% users upgrading to the scientific editing service - the top most service which is also the most expensive - thus, contributing to the increase in average order value.
The Pop up that follows the Upgrade Now CTA on the previous banner
The Pop up that follows the Upgrade Now CTA on the previous banner
The Pop up that follows the Upgrade Now CTA on the banner
The Pop up that follows the Upgrade Now CTA on the banner
4. Download quote made easy
Downloading a quote is important for the users since they may need this to get approvals and sanctions.
Keeping the order summary clean and easy to understand with the "download quote" being very prominent. This has led to an increase of 9% resulting in 22% of users opting to download the quote. 78% of those users successfully download the quote and become our potential returning users.
4. Download quote made easy
Downloading a quote is important for the users since they may need this to get approvals and sanctions.
Keeping the order summary clean and easy to understand with the "download quote" being very prominent. This has led to an increase of 9% resulting in 22% of users opting to download the quote. 78% of those users successfully download the quote and become our potential returning users.
4. Download quote made easy
Downloading a quote is important for the users since they may need this to get approvals and sanctions.
Keeping the order summary clean and easy to understand with the "download quote" being very prominent. This has led to an increase of 9% resulting in 22% of users opting to download the quote. 78% of those users successfully download the quote and become our potential returning users.
5. Testimonials on ScE
We added testimonials in the same space as the upgrade pitches to reassure the users that they have taken the correct decision. Adding this testimonial boosted the number of users going ahead with Scientific Editing by an average of 9% across markets. .
5. Testimonials on ScE
We added testimonials in the same space as the upgrade pitches to reassure the users that they have taken the correct decision. Adding this testimonial boosted the number of users going ahead with Scientific Editing by an average of 9% across markets. .
5. Testimonials on ScE
We added testimonials in the same space as the upgrade pitches to reassure the users that they have taken the correct decision. Adding this testimonial boosted the number of users going ahead with Scientific Editing by an average of 9% across markets. .
Next Steps
Next Steps
Next Steps
With these, we had only managed to scratch the surface. There is a lot more that we planned to do in the future with knowing the users better and giving them a personalized experience. Our aim was to shorten this form even further and bring it down to a one-click booking in the cases where the user has uploaded their document.
To know more about what was done, connect with me!
You can also check it for yourself at www.editage.com or www.editage.jp
With these, we had only managed to scratch the surface. There is a lot more that we planned to do in the future with knowing the users better and giving them a personalized experience. Our aim was to shorten this form even further and bring it down to a one-click booking in the cases where the user has uploaded their document.
To know more about what was done, connect with me!
You can also check it for yourself at www.editage.com or www.editage.jp
With these, we had only managed to scratch the surface. There is a lot more that we planned to do in the future with knowing the users better and giving them a personalized experience. Our aim was to shorten this form even further and bring it down to a one-click booking in the cases where the user has uploaded their document.
To know more about what was done, connect with me!
You can also check it for yourself at www.editage.com or www.editage.jp
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Editage 2.0- Redesign for trust
Redesigned Editage’s digital experience with a focus on establishing trust and clarity for global researchers.
Copyright 2025 by Snehashri Panda
Copyright 2025 by Snehashri Panda
Copyright 2025 by Snehashri Panda