Though users want to get to an end goal, they often aren’t sure of the best way to reach that goal. In my initial user research for our website builder, multiple users pushed for features such as drag-and-drop builders and customization options that they thought they wanted. However, these features deviated from or did not contribute to these users’ actual goal: setting up a professional site as quickly and easily as possible so they can begin generating content.

 

When website builders say they are “easy to use” and “simple”, they mean that it is easier than coding an entire front-end UI yourself. However, most website builders assume that you already know web hosting, or understand technical features such as CMS, CDN, or SSLs. Many non-technical users end up facing roadblocks in setting up their website when all they need is something as simple as setting up a Facebook or Instagram profile.

 

I wanted users to be able to set up their websites without knowing anything about how websites work, web design, or SEO. For our website builder, I simplified our site creation process. Users would answer as few questions as possible, then our software would set up the website, optimize it for SEO, and follow best design practices automatically.

 

To do this, I set up rules for available customization options, added automatic overlay over featured images, and created pre-set color combinations. Even users not well versed in design would have a professional website with headings parsable by Google’s web crawler and legible by website visitors. Each website would automatically meet Google’s accessibility standards. 

 

I was able to reduce the number of choices users have to make and get them to what they really want to do faster. This tripled our conversion rate of free trial to paid users and gave us numerous positive reviews from users switching from other website builders. 

 

Using static site generation, I worked with the engineering team to ensure that users would be able to view their site within one minute of submitting their site preferences. By the time they were given the option to sign up, users would have been able to view the final site and try it for 14-days before purchasing.