Mobile Download Workflows
UX Design, A/B Testing
Making workflows more discoverable led to a 5032% increase in mobile conversion on the download page.
The problem with mobile ads for desktop products.
Camtasia is a desktop app, but much of our advertising reaches users on mobile. To bridge this gap, previous development added an email form on the download page, allowing mobile users to send themselves a trial link. This means they can keep on scrolling without missing out on the chance to try Camtasia later when they're working.
Responsive, but not mobile friendly.
This exiting implementation had some problems. It wasn't easily discovered by users and often caused abandonment due to the user getting dead-ended on our download page.
The expected path, the "send a link" hyperlink, would open an email field for users to receive a download link they could open later, hopefully on their desktop. But significantly more users were leaving the page, or ended up downloading the extremely large and useless file.
Changing the experience for mobile users.
The solution seemed pretty obvious. On mobile, change the primary action to the email field, instead of prompting users to download a file they can't use.
I was able to implement this improvement during a download page redesign that allowed me to solve problems while aligning the highly trafficked page with the new brand standards.
The first step was testing this design against the old, would changing the primary action increase mobile interaction with the page?
Users were 50x more likely to see and use the email field when it was the primary action.
Utilizing a third party testing agency, we learned, in less than a week, that a email field was a game changer for mobile users.
Ux isn't always about discovering the workflow, but just about helping users to.
Some things are just ripe for improvement. There are many solutions to getting a mobile user into a desktop app, and TechSmith already had a solution, but some things could just use a bit of restructuring to make them shine. Someone else had already done the hard work of creating the email system, I just helped users find it.