Problem
Over half of Twilio users sign up looking to purchase a no-code solution. While Twilio primarily caters to developers, they partner with companies that offer pre-built solutions. Unfortunately, many users end up abandoning Twilio without discovering Twilio's partners. The Twilio self service team wanted to understand the current journey a non-technical user might take and potential blockers that prevent them from discovering Twilio partners.
Solution
There wasn't time to conduct new research, so I read past research and completed cognitive walkthroughs of the marketing website only journey, marketing website and sales journey, and marketing website and sign up journey. I partnered with the data team to identify drop off rates at various steps to further pinpoint blockers. A key trend across the journeys was a lack of information regarding partners as an alternative option on the marketing website. Users were often unaware of the option until after onboarding, unless they had been fortunate to hear of the offering through a sales email. I worked with a web content writer to update key pages with a no code section highlighting our partners' offerings.
Results
The no code section led to a 159% increase in traffic to the partner page, ultimately resulting in a 529% increase in Partner form submissions over a 30 day period post launch.
