Shopify fulfillment welcome page

This page replaced the previous 6-page educational empty states and served as an entry point for new merchants.

Company

Shopify

Role

Product Designer

Duration

6 weeks

Team

Fabio Nobre - Developer

Nicole Belcher - Sr. Marketing Designer
Emily Keefe - Content

Sairah Anwar - PM

Overview

To inform merchants of the basics of logistics and what SFN (Shopify Fulfillment Network) offers, we used to have 6 pages of educational content for new merchants. However, we are noticing that most merchants did not read through the content, resulting in the support team being overwhelmed by basic questions that can be answered by our educational pages.

A new welcome page is part of the initiatives to solve this problem.

proposal

From the early days of the formation of SFN (Shopify Fulfillment Network), we've been targeting small business owners who do not have much experience using 3PLs (Third-party Logistics). That's why we have a comprehensive educational space with 6 pages of content for new merchants.

However, the data is showing that 72.68% of merchants stayed on the educational empty states for less than 1 minute, and more than half of the merchants only visited the first page and skipped all the other pages.

It shows that we need more efficient educational content that draws merchants' attention and give them the information they need.

Research

To understand why merchants are not engaging with the previous educational empty states, we need to know what they want to know and why it isn't fulfilled. Due to the scope of the project, the research process is relatively quick and simple.

We checked the data of the previous educational empty states performance and found out that besides the "Overview" page, which is the default page that all new merchants land on, the "Charges" page is the second most visited page.

This shows that merchants truly care about the pricing information.

We talked to the Customer Success Manager and several representatives, and they told us three questions that 90% merchants asked them:

01

"How much does it cost?"

Pricing is the #1 thing that merchants care about when they choose a provider, and sometimes it's a deal-breaker.

02

"Can you ship this?"

Another deal-breaker is product eligibility. If we cannot ship their main products, there's no point in knowing more.

03

"How does it work?"

After aligning on pricing and product eligibility, merchants then want to know how everything works.

design

Considering the scope of the project and the user pain points we've learned, we decided to combine the 6 pages into one and go straight to the answers to the most pressing three questions.

Then, we conducted A/B testing with 3 users, 6 stakeholders, 5 designers, and the cross-funcitonal team.

We aligned on our most fundamental IA structure for this page.

...which became our final design of this welcome page. It replaced the 6 pages of educational content and give merchants the most important information in a more engaging way.

Content creation

After setting up the structure, we started creating videos for different sections. We created two videos. One is about pricing, and the other one is about how to use SFN. We have a full dedicated page for product eligibility, so we just utilized that.

These videos are restricted content and not open to the public. Only Shopify merchants who have installed SFN can access them.

Business impact

The welcome page was launched in mid-April. And right after the launch, we are seeing increased engagement from merchants. 81.2% of merchants downloaded the rate card, 63.5% of them watched at least one video, and 26% of them watched both videos.

Compared to the 39.5% engagement on pricing information on the previous educational content, this is considered a success.

Next project