Food Now* is an eCommerce food delivery service with a new loyalty program where users can receive discounts per month. After a few months with the loyalty program live in the app, quantitative app data showed that around 30% of sessions dropped off between downloading the app and registering for the loyalty program. 

The goal this client had with their UXCam data was to increase the number of users that signup for their loyalty program. 

To start, the team analyzed the signup process flow within their app. To keep it simple, let’s say when a user successfully enters an email address and successfully sets a password, the signup process is complete. 

Based on these success points, the team then sent custom events to UXCam to track when a user successfully completes or fails, each one of these steps. 

 

 Here are the custom events this client sent to UXCam:

Custom Event Name	Description	Custom Properties
Email_fail	Event is triggered when the email address entered is invalid	This would have event properties with the reason for failure such as “missing_@”
Email_success	Event is triggered when the email address entered is valid	NA
Password_fail	Event is triggered when there are certain criteria not met when setting a password	This would have event properties with the reason for failure such as “missing_special_char” or “invalid_length”
Password_success	Event is triggered when all criteria for a password are met	NA
New_user_success	Event is triggered when a new user is created in the database	NA

Once the custom event data was sent to UXCam, the team created a session funnel within UXCam to identify the biggest drop-off area. If you are not familiar with funnels, check out this guide. 

 

For this session funnel, the steps were:

1. Email_success
2. Password_success
3. New_user_success

We can see in the graph that there was a 30% decrease between Email_success and Password_success. This tells us that the password step is a hurdle for some users. 

 

To dig deeper, the team navigated to Events > Analytics within UXCam and filtered for:

Sessions with events and grouped by event name 

 

With all the custom events shown on the bar graph, the team confirmed the Password_fail event had the highest amount of sessions.

 

Instead of looking into every case, the team filtered again by password_failed within Event Analytics. This time by Count of event > grouped by reason to see what was the most common reason, which was not adding a special character. 

 

The team watched the recordings and saw the user was not entering a required special character in their password and trying to continue. They missed the error that a special character is required. Therefore the user quit the app or navigated away without completing the signup flow. 

 

The team removed the required special character requirement and displayed “weak / medium / strong” under the password field to indicate the strength of the password. They also added text of what makes a password strong and highly recommended strong passwords but did not require anything below a “medium” rating. 

 

Before:

After:

(Images of the app are for example use only.)

A month later, the team ran the same Event Analytic report, looking at all events for passwords and email submissions, and found that because of this change, the password failure events were reduced significantly. Overall sign-ups improved by 15%

 

 

Do you want to increase conversion in your registration process? Start with this process:

1. Analyze the process you want to track, what are the success steps?
2. Send all the steps of the process as events
3. Send event properties for the fail reasons if possible
4. Create a funnel to check which step has the biggest drop-offs
5. Analyze events and event properties, watch sessions to confirm your hypothesis
6. Make changes in your app & observe the results

 

*Name of real company has been replaced for privacy reasons