Background
Hand-off with Product Owner: We are currently tracking the inquiry actions of Carfromjapan.com users. Our analysis revealed a significant drop-off rate: approximately 90% for inquiriy users. This indicates that after users view all the relevant information about the cars and click the inquiry or buy now button, they see the form and then decide to exit.
Heuristic Review
We take a closer look at the inquiry pop-up where users drops. I apply a heuristic review to identify usability issues in the inquiry form.
What we want to achieve
Interestingly, 80% of completed orders come through the inquiry form, highlighting its importance in the buyer's journey. When purchasing a car, users tend to deliberate extensively, and the inquiry option offers a lower commitment compared to the buy now option. Therefore, in this scope, we will focus on redesigning and improving the inquiry flow to enhance business metrics.
Reduce Drop Rate in Inquiry Form: Our primary goal is to encourage users to complete and submit the inquiry form instead of dropping off at the pop-up stage.
Maintain Conversion Rate: It's crucial to sustain the current conversion rate for successfully submitted inquiries as a key success metric.
Enhance Usability and Heuristic Quality: We intend to improve the overall usability and heuristic quality of the current UI design.
Key metrics
Reduce drop rates from 90% for inquiry → arround 85%.
Maintain the Conversion rate for send form Successfully around 70%.
One way to track the experience of users after improve the UI is using the CSAT survey.
Our flow
In the previous inquiry flow at Carfromjapan, users typically browse car listings, view details, click 'Inquire Now' to ask questions, and then see a thank-you page confirming their inquiry and informing them to wait for contact from Carfromjapan.
Competitive analysis
Intro why use competitive. Other platforms for buying used cars in U.S?. Since our target users and completed orders from U.S constitute around 90-95%, I focused on comparing other platforms that facilitate used car purchases in U.S. After consulting with the Market team, we identified five direct competitors in this sector. What about platforms in other country
Cargurus.com 🇺🇸
Cars.com 🇺🇸
Autotrader.com 🇺🇸
Edmunds.com 🇺🇸
Beforward.jp 🇯🇵
Quick Access
✅ Pros: Low commitment, clear visual hierachy, ease of information entry, quick information access, suggest similar.
🔻 Cons: High volume of spam and increased workload for sales/ customer service teams. Users may be overwhelmed by the amount of information presented and task that they need to completed.
