With - Waitlist Conversion Flow

Project Overview

With is a marketplace where anyone can pay for face-to-face calls with celebrities, professionals, experts, and more.

The marketplace consists of two personas: hosts (the individuals hosting the calls) and members (the users paying for the calls).

The goal of this project was to create a conversion flow that allowed potential hosts to signup for the platform and begin onboarding as soon as the site is ready to launch.

The Challenge

The company’s new product had been in development for the past year and was about to launch as a closed beta. We had a limited marketing budget but needed to create a waitlist of sellers who could participate in the product launch. The product was nearing completion but wasn’t quite ready for hosts to go through the full onboarding process.

How could we create a waitlist of sellers for its marketplace without using our product to collect potential users’ information?

Business Needs

• Create a waitlist of 500 sellers (hosts) for the marketplace

• Collect user information (name, email, and phone number)

• Learn about users who signed up for the waitlist

User Needs

• Inform users about the product

• Help them see the benefits of the product so they would take action and sign up for the waitlist

• Allow users to sign up quickly and easily

User Research

In talking with users who had participated in Rave, we knew many of our potential hosts would be on Instagram. Creators, experts, and professionals already interacting with their audiences and our social media account on the platform.

Deeper Insights

After presenting the product to many potential users, we also learned that showing a video of the product helped creators, experts, and professionals understand how it could help them connect with their audience.

Strategy

In order to help creators, experts, and professionals learn about With and sign up for our waitlist, we decided to use PPC Instagram ads that directed potential hosts to a landing page. The landing page would feature a video of the product and allow users to quickly sign up for the waitlist using a simple form.

We would also test different ad formats to see what worked best for our audience.

Once hosts signed up, they would be added to an automated email drip campaign that thought them about the product and encouraged them to share the product and meet with us in order to move up higher on the waitlist.

Execution

Using Facebook Ad Manager, we created a campaign targeting creators, experts, and professionals with engaged audiences. Creative employed various messages designed to help the audience understand the product’s benefits.

Various creatives were tested. Each ad sent the user to a landing page created specifically for potential hosts.

By clicking the call-to-action, potential hosts opened a form that allowed them to sign up for the waitlist.

Once users had signed up for the waitlist, a Zapier integration sent their information to our CRM. We used the CRM to send out a series of six emails

• welcoming the user to the platform,

• educating them on how they would be able to use it,

• encouraging them to share our Instagram page with their network, and

• asking them to set up a user interview with our team.

By taking action on each email, hosts were able to move up on the waitlist and use the product even sooner.

Results

The campaign was a success. 750+ potential hosts signed up for the waitlist and over 20 set up user interviews with our team.

The company now has an email list of interested users, data on various audiences that are interested in their product, and information from qualitative interviews that will inform the closed beta and product development moving forward.

My Role

I played an integral role in persona design, product design, user flow, branding, information architecture, product terminology, wireframing, research, and UX writing.