Cartful Solutions
Case Study 3: Driving Conversion Through A/B Tested UX Writing
Focus: UX Writing, Flow Optimization, and Data-Driven Design
This project demonstrates a user-centered, metric-driven approach to UX writing, focusing on optimizing a high-traffic conversion flow for a client in the home security and safety sector.
The Challenge: Low Engagement in a Product Finder Flow
Context: Working with a digital safety platform client (Anonymized as "Safety Solutions Platform"), the team identified a critical drop-off in a high-priority "Product Finder Quiz." This zero-party data quiz was intended to guide users to recommended products based on their answers, but the existing copy and flow led to significant user abandonment.
Goal: Improve the quiz completion rate and subsequent click-through rate to final recommended products by optimizing the entire user flow and UX copy.
My Strategy & Process
My role was the UX Writer and content lead, responsible for auditing the existing copy, defining the new conversational tone, and designing the copy variations for A/B testing.
The UX Writing Audit
Identify Friction Points: Conducted a screen-by-screen audit of the quiz, identifying overly technical language, inconsistent button labels, and redundant instructions that were causing user fatigue and confusion.
Define Conversational Tone: Established a warmer, more encouraging, and human tone—shifting the copy from transactional to a guided conversation to encourage commitment.
Test Hypothesis: My core hypothesis was that simplifying the language and providing clearer, friendlier directives would reduce cognitive load and boost completion rates.
Execution: A/B Testing and Iteration
Simplified Microcopy: Reworked high-friction microcopy (e.g., tooltips, loading messages) to provide clearer status updates and manage user expectations.
Optimized CTAs: Focused on making Call-to-Action (CTA) buttons predictable and action-oriented. For example, ensuring consistent use of verbs that directly reflected the user’s next action (e.g., "Start Quiz" instead of "Get Started Here").
Testing Plan: Collaborated with the CEO and design team to develop an A/B testing plan comparing the original, transactional language against the new, conversational flow.
Outcomes & Impact
The data-driven redesign and UX writing changes led to significant performance gains across the entire conversion funnel.
Metric Improvement Strategic Result
Quiz Completion Rate +15% Increase Confirmed the success of the new conversational flow and reduced friction in the user journey.
Click-Through to Product. +5% Increase. Demonstrated that improved UX content not only kept users engaged in the quiz but also successfully channeled them to the final conversion step.
Key Takeaway: This case study highlights the direct power of clear, user-centric UX writing to impact key business metrics like conversion and engagement, proving that content strategy is a critical driver of product success.
