Cartful Solutions
Case Study 3: Driving Conversion Through A/B Tested UX Writing
Focus: UX Writing, Flow Optimization, and Data-Driven Design
Developed product quizzes to guide users to custom product selections.
Worked directly with clients and coordinated with the CEO and head of content to refine and iterate on quiz drafts to ensure end-user satisfaction and align content with client goals.
Created wireframes and collaborated with designers to present finalized quizzes for customer approval.
The Challenge: Low Engagement in a Product Finder Flow
Context: Working with a digital safety platform client, 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.
