SEO TOFU - USER EXPERIENCE RESEARCH 

Goals

Benchmarking

• how the app goes with the competitors and how it stands out

App analysis and user tests for any usability issues

• what expectations and what experiences they expect to see?

Insights and solutions

• strengths and issues detections, with possible solutions and experience enhancement

Format

Qualitative analysis with wireframes and customer journey map, benchmarking, and usability test with the web app on pc

Rationale:

Because the main goal here is to evaluate the app experience to improve the app and the landing page for the sucess of the project, and that methodology will allow it to achieve good rich qualitative data for the best insights and solutions.

Users sample size

number of people = 4

gender: 3 F 1 M

location: Remote interactions with whatsapp

of all the 4 people, only one already knew about SEO and leads, so the rest of 3 don’t really know about the main objective of the app.

The Benchmarking

Because of it’s specifiness, the tool is rather unique for finding marketing and web design leads, there are hundreds of SEO tools at the internet, some with abrangent data collecting (and expensive prices), some just collect one kind of data, and some give a lot of metrics the user really don’t need for the moment.

Number of semelhant apps: over 150

SEO TOFU can stand out of the rest of the lead generator app, for the practical experience, and it’s exclusive funcionality for an abrangent niche, such as marketing agencies, even solo, freelancing professionals. 

Wireframe

Above there are wireframes of the landing page, the app and the demo at the site, look that needs very few clicks, scrolls and types (blue dot and eclipse) for going to the main objective of the app, that is collecting data.

the pricing page of the app is shown more than the landing page prices (and then the user won’t read the FAQ at first)

this is the leadflush app wireframe, look at the few clicks it needs for the completion of the goal

From the form research to the .csv export at the last screen, SEO TOFU shows how practical it is to gather lead data. 

Customer journey map

This is a customer journey mapping made with help of the usability test to show how the user navigate on the page and the app.

There are some opportunities detected during the journey process. Users generally goes to the demo first than exploring the site

Insights

pros and cons

pros:

• both the app and landing page are clean and objective

• the uniqueness, but with a wide niche

• practic usability, and a practic monetization

cons:

• there are some experience issues that aren’t friendly with newcomers, repelling potential customers. 

Expectations and experiences - qualitative user test

The 4 users had a look on SEO TOFU full functional at the web, evaluating with qualitative responses about the experience, what they expected, and what they would like to experience.

As shown earlier, of all 4 users, only one already have known about SEO and marketing, so 3 of them have some dificulties finding what is the objective of the app, all of them used the demo before navigating through the pricing page, one of them concluded that if the landing page had explained better the funcionality, she’d might consider purchasing it.

what expectations do they had on this app?

• UI examples,

• screenshots,

• explanations about the app and what it does

what experience do they expect to see on this app?

• logos at the “clients” section of the landing page,

• bigger buttons

UX insights

As this researcher does the studies, there are a few insights i made and share here:

• Clean and objective landing page, clearly made for people who know about marketing

• There is an unicorn logo that looks like it might have a link in

Leadflush app:

• login screen need to have the logo and a brief title for a better user experience

• the pricing page of the app should have equal paying methods, like the “pay as you go” on both screens, page and app

• the “not a user?” phrase could be joined with the button “register & purchase” for a more objective choice

• there is a contrast issue on the app orange buttons

• some “X” buttons are too little on the pop up screens, like in the “contact info” area of the app

Conclusions

SEO TOFU can be an outstanding service for who want to have quick data for prospecting potential clients, while the market of lead generator softwares is hot and going, this service can stand out being an exclusive app for a big niche, such as designers, marketeers, solo freelancers or marketing/design agencies, there is a lot of people that can use this simple app and a lot of businesses who need web design and marketing that can be easily connected to those professionals. But for this project suceed, it needs some experience enhancements, solutions this UX researcher concluded after all those studies.

Possible experience solutions:

• For the landing page, consider include a demonstrative video of the app, UI screenshots, and more proof about the clients section, with logos of the customers

• put the “what is SEO TOFU?” question and response at the landing page can help newcomers to understand better the app (and pay easier)

• The “home” and “pricing” buttons should have a bigger presence, a design change on the navigation menu

• pricing options should be the same as the app leadflush

• for the leadflush app, it have a contrast issue on the input orange buttons, i suggest change the orange tone for the color hex code #F46700 (and maybe change the font)

• login screen need to have the logo and a brief title for a better user experience

• some “X” buttons are too little on the pop up screens, like in the “contact info” area of the app, need to padronize and make it 2x bigger

• the lead generator app can have a partner app for prospecting, using the contacts gathered by leadflush