The case for helping Keap users

“Capture Leads”

Quick background check

Keap is a CRM and sales/marketing automation tool for small businesses. Think Hubspot, but for the smaller entrepreneur level business.

Keap’s product-centric model and data teams had discovered that certain features such as their “lead capture” tools were 3X likely to convert free trial users to a paid subscription and retain them at a much higher level if they were effectively onboarded with these tools.

Among owning Keap’s Appointment and Forms features I was also a part of a cross-functional team that focused on onboarding new and existing users into setting up these lead collection methods.

Problems with Onboarding

Product management had introduced a new “bowling lane” method that was intended on onboarding users more quickly into that specific feature but contained some issues:

This flow skipped users to the typical 3rd step into a flow they more than likely hadn’t experienced yet
Was overusing guide popups to multiple locations confusing users on what they just experienced
Overall, the main goal to get users to start actually using and sharing the public form did not go up and the data was inconclusive.

View mockup

Modified version of production version

Discovery and refining a solution

We knew from previous research and ongoing interviews that users might expect different solutions for how Keap can help them in their lead capture efforts. With the bowling lanes being used and replacing some of the previous onboarding questions and setup, it brings an even greater importance to how we introduce “Lead Capture” to the users on the dashboard.

Setting accurate expectations as well as learning and meeting the users actual intentions at this stage was cruicial. That is why this research was conducted, to gain insights on how our potential users perceive our current efforts to aid them in “lead capture areas” as well as better understand what those expectations are based on how we present that option.

Key learnings included:

Over half of the users expected some sort of import contacts or form integration due to how it was worded and should be broken out
Gained insight into renaming the whole feature to “Create new ways to collect leads” instead of “Capture Leads”
Users expected to be told the best method for them to set up at that time

View the research report

Collect Leads User Intent Research Analysis

Analysis and key insights

The purpose of this study began as a basic usability test for a prototype that contained a new pattern where Keap would ask two questions followed up with a suggested bowling lane path to set up a lead collection method within Keap. The intent is to find data and make any adjustments necessary so that after this research we can test an updated version vs our current lead capture bowling lane. The options we recommend in this flow range from a new type of simple landing page, to various updated public form templates and appointment type.

Key learnings included:

The biggest pain point these features solve is not the actual lead entering the CRM necessarily but automating the follow-up
Almost all the users self-identified as “somewhat comfortable” with setting up new methods so a questionnaire format may not be useful
Users felt uneasy with embedding the newly created form although that was their preferred method for their customers to interact with it

View the tested prototype

Questionnaire flow for multi-channel lead collection

View the research report

Questionnaire unmoderated usability test

Next steps we identified

Between the interviews and usability testing, we learned a lot of new insights that will shape the upcoming A/B tests and new features:

Key next steps:

Users already have an in-efficient method for collecting their leads and our best approach is to meet them where they are at. That means introducing more and effective ways of integrating their current lead collection tools as well create and test an “import from email” feature that’s performed in app.
A/B test the prototype below to analyze any increase in forms usage for the users creating a public form in this updated flow and design
A/B test the updated share page content and format vs the current share page in the 4 step process to cross check the other A/B test and decipher what’s really driving the results from all the findings in the updated flow and design. That includes a new “Email the code to your web manager” feature.