Attrition to Conversion: How Bizstory.ai’s Interactive Product Tutorials Cracked the E-commerce Onboarding Code
The Challenge
A leading global e-commerce marketplace was experiencing high customer churn rates for a specific product category. User data indicated that new users often struggled to understand the product’s features and benefits, leading to frustration and abandonment. Traditional text-based guides and static product descriptions were proving to be ineffective in engaging users and driving product adoption.
Limited interactivity: Static descriptions couldn’t effectively showcase product features in action.
Information overload: Text-heavy tutorials were lengthy and overwhelming, leading to user drop-off.
Accessibility issues: Text-based resources excluded users with visual impairments or language barriers.
Our Strategy
Objective:
The e-commerce platform partnered with Bizstory.ai to develop a comprehensive video-based onboarding solution. Bizstory.ai leveraged its advanced AI+Human capabilities to create a series of targeted product tutorials.
Process:
- Smart scripting: Our experts analyzed user search queries and platform data to identify common pain points and knowledge gaps. This data informed the creation of concise and impactful video scripts that directly addressed user needs.
- Interactive overlays: Dynamic on-screen overlays highlighted specific product features being demonstrated in real-time. Users could click on these overlays for detailed tooltips and additional information.
- A/B testing: To optimize video content and delivery for increased user engagement, different video lengths, presentation styles, and call-to-action placements were tested for the most effective approach.
- Personalized learning paths: Based on user behavior data and initial product interactions, we integrated the video tutorials into a personalized user journey. Videos with the most relevant content were triggered at key touchpoints, providing targeted assistance. This personalized approach ensured users received the most relevant product knowledge at the right time.
- Multi-lingual Support: Recognizing the e-commerce platform’s global audience, BizStory.ai employed automatic speech recognition (ASR) and text-to-speech (TTS) technologies. This allowed for the creation of multi-lingual video tutorials, ensuring a wider user base could benefit from the content.
The Impact
Leveraging the latest advancements in technology alongside the irreplaceable value of human expertise, we optimized our client’s video production process. This innovative approach dramatically reduced costs and squeezed production time by a staggering 50x, allowing them to achieve their goals much faster and more affordably, ultimately achieving:
- Enhanced user engagement
- Reduced customer churn rate
- Improved customer satisfaction
- Increased conversion rates
Brand identity withheld under a non-disclosure agreement
