At Nabler, as Senior Manager of User Research, I led a research team of three to optimize email footers for a higher education client, PEC. Our mixed methods study identified the most effective email template, boosting conversion rates.
Case Study Summary
Company Overview: Nabler, a data analytics agency, is undergoing a rebranding process as of June 2023.
Study Overview: At Nabler, I led a study for PEC, focusing on Conversion Rate Optimization (CRO). We used an explanatory research approach, combining qualitative and quantitative data.
Image of slides of change recommendations from study
Pre-existing Research
First Email Option
Click percentages of CTAs
Sends vs Opens vs Clicks of overall email
Second Email Option
Click percentages of CTAs
Sends vs Opens vs Clicks of overall email
Third Email Option
Click percentages of CTAs
Sends vs Opens vs Clicks of overall email
Approach to Research
Objective: Enhance user engagement on PEC's websites by identifying strengths and weaknesses. Improve user experience to attract and retain more students
Challenges: Persuading the client to value qualitative data. I used it to triangulate and explain the quantitative data.
Method: I convinced the client to usea mixed methods study, combining SEO and Google Analytics with user interviews and usability testing.
Image of the 3 Email Options
Impact
3/5 users
found the first and third emails most helpful
2/5 participants
found the third email least helpful
2/5 users
recommended adding contact info and deleting some text from the first email
Research Impact:
The first email had the biggest appeal, because of the mixed sentiments with the third email.
By pinpointing key metrics through the collaboration of the CRO data analytics team and data scientists and integrating experience research into the product roadmap, we effectively monitored progress and provided informed recommendations for both future studies and design enhancements.
To see a high-level overview of the study itself, you can download it here:
