Introduction

Arvan Cloud is a leading global cloud service provider offering various services to clients, including popular websites and government organizations, with a presence in 40 locations globally. They provide a comprehensive solution for online businesses.

Overview

This case study, conducted between January 23, 2020, and December 11, 2022, focuses on the role of the digital product designer in improving the user flow for buying cloud VPS. Online businesses require reliable and efficient cloud services, but finding a comprehensive solution can be challenging.

As a digital product designer researched and designed a new user flow to address these challenges and enhance the customer experience.

Buy Cloud instance conversion rate:

The Challenge

The user flow for buying cloud VPS was identified as an area that needed improvement, as customers often struggled to navigate the buying process. The research process uncovered two pain points for users:

1. Converting users from website visitors to customers and guiding them to the Arvan Cloud panel.

2. Users drop when they want to find the best cloud resources compatible with their needs.

Effort Analysis on Wizard:

The Approach

As a digital product designer, I researched to understand the challenges faced by customers during the buying process. The research included surveys, user testing, data analysis, and continuous tracking of all messages on company social media platforms, including Twitter and Instagram.

I also utilized Heap.io, Google Analytics, and Tag Manager to track user behavior and gain deeper insights into the customer journey.

The research phase analyzed all steps of the make cloud instance wizard using metrics such as conversion rate, time on task, interaction per step, and revisit rate. The analysis helped identify areas for improvement in the customer experience.

With these insights, As designer used Heap.io, an A/B testing tool, to create two options for selecting cloud instance resources:

Option 1 allowed users to choose an instance based on size category in a table view.

Option 2 allowed users to select the instance CPU, memory, and storage using a progress bar.

As a product designer, I ran an A/B test to determine which option was more effective, using the conversion rate as the metric.

A/B Testing and Measure Conversion Rate:

The Result

The A/B test results showed that users preferred Option 2, with a conversion rate of 100.00% compared to 87.74% for Option 1.

The new user flow I designed improved the customer experience when buying cloud VPS, making the process more efficient, intuitive, and error-free.

The data from Heap.io and Google Analytics, and Tag Manager indicated a significant decrease in customer frustration and an increase in satisfaction.

Conclusion

Using a combination of quantitative research, data analysis, user testing, and A/B testing with Heap.io and another tool helped me to successfully improve the user flow for buying cloud VPS.

The result was a better customer experience with a more efficient, intuitive, and effective buying process, helping customers find the best cloud resources that match their needs and converting website visitors into cloud customers.

The continuous tracking of all messages on company social media platforms further enriched the research process.