Our launched version helped ensure advertisers can measure the results of the first campaign they launch.
Overview Providing guidance to help advertisers set up their conversion measurement setup in the onboarding flow.
TD:LR Conversion measurement is essential for advertisers to track their return on investment. However, the setup process was historically buried in a separate section, cluttered with technical jargon, and lacked clear prompts.
To help advertisers understand and take action on this step, our team launched a product experiment to integrate conversion measurement setup directly into the onboarding flow. As the content designer, my goal was to simplify the process, highlight its benefits, and guide advertisers toward successful implementation.
Role Content Designer
Team Advertising Technology Company
Timeline July 2022 to Oct 2022
What were our goals?
Break down the steps
Simplify the process by breaking it into clear, actionable steps. Focus on one task at a time, using minimal jargon and progressive disclosure for additional details.
Lead with the benefits
Highlight the advantages of conversion measurement, such as measuring performance and conversion value, to motivate users and show the value of completing the setup.
Design for the first-time user
Assume no prior knowledge by using simple language, intuitive instructions, and contextual help to guide users through the process with confidence.
Landing the right product narrative
Started by adding all the info users need on the page but after exploring this option felt I could streamline the narrative and reduce the cognitive load.
Celebrating user effort
Added a celebratory message (already seen after this screen) but after discussions with research and adjacent teams it was revealed that this messaging gives the false impression that their campaign launched (which is not true).
Telling the right story
Discovered there was an opportunity to be more clear on what the review process entails by stating when ads will be served and summarizing the review process.
Finding the Perfect CTA
Used clear and direct language to explain what the advertiser should expect to improve trust with the user and considered the rest of the tasks the user would need to accomplish.
Helping advertisers understand the process
Found the perfect CTA as “Set up” and “Install” by leveraging prior research, which said this content resonated well with advertisers.
Explaining conversion measurement benefits
Added concise messaging to explain why conversion measurement is important to ensure advertisers understand the benefits.
Explaining tags
Simplified the concepts of “Tags” and focused on explaining their purpose to aid advertisers who often with technical details.
Explaining snippets
Simplified the concepts of “snippets” and focused on explaining their purpose to aid advertisers who often with technical details.
Learnings
Our experiment showed that guiding advertisers through conversion setup during onboarding significantly improved the accuracy of their conversion tracking. By creating a clearer, more consistent experience, we increased the number of advertisers successfully setting up conversions.
Collaborating with stakeholders across teams, I balanced diverse perspectives to drive alignment on key decisions, reinforcing the importance of clarity, collaboration, and design consistency.
Kyle Stewart
Made with ❤️ in my San Francisco living room with support from excellent friends.
