Wizard Keywords Step
Redesign the keyword step within the campaign creation flow of Rank Tracker to increase the number of returning users in Rank Tracker
My Role
Lead Product Designer
Timeline
June- August 2024
Company
Similarweb
Project Overview
This project focuses on redesigning the "keywords" step in Rank Tracker's campaign wizard to lead to higher user engagement.
Introduction
The campaign creation wizard in Rank Tracker helps SEO experts track rankings for their sites. It includes four steps: selecting a site, adding competitors, choosing search engines, and the keywords step, the most critical step for campaign creation.
To learn about Similarweb, the users it serves, and my role here, check out this page.
Current Rank Tracker's wizard steps
Problem
Frustrated user trying to add keywords
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Nearly half of campaigns have fewer than 20 keywords, often with low-quality keywords.
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User testing revealed that searching, tagging, and editing keywords is frustrating for users.
We’ve observed that users with campaigns of 50+ keywords are more engaged with Rank Tracker, so we set it as the threshold for a meaningful campaign.
Goals
The main goal was to increase the number of returning users in Rank Tracker which correlates with a higher keyword count per campaign.
KPIs were measured by a 40% increase in the number of users returning to Rank Tracker at least twice and a 30% improvement in the conversion rate for the keyword step.
User Study
Users struggle with manually adding keywords and confused by the "Add Keywords List" button and the presence of two primary buttons.
Market Research
Analysis of competitors confirmed that a vertical layout, clearer instructions, and predefined suggestions were effective solutions. These findings informed the redesign and helped address usability issues.
Research Conclusions
We hypothesized that by placing more focus on the area of adding the keywords and emphasizing keyword suggestions, users would be able to add more keywords with ease, simplifying the process and ultimately creating more effective campaigns.
Design Progress
One Step vs. Split
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One step version - combines adding keywords, suggestions and advanced editing in one place but feels busy and confusing.
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Split version - has two steps: adding keywords and suggestions on the first, and advanced editing on the second. This maintains focus between adding and editing but makes the process longer, which could lead to user drop-off.
Vertical vs Horizontal layout
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Vertical layout - easier to understand the order of actions by focusing on adding keywords, with suggestions placed below. However, the narrow input field limits the number of visible keywords.
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Horizontal layout - allows users to see more keywords at once but places too much emphasis on suggestions, potentially overshadowing the keyword adding process.
More Projects
Final Design
After usability testing, we chose the vertical layout that reduced visual clutter and prioritized users adding their own keywords. Keyword suggestions were added to help users, especially newcomers. An intuitive top-to-bottom information hierarchy made the campaign creation process easier to navigate with minimal confusion.
Results
While many users use the suggestions, the graph below reveals that we fell short of achieving our goal of promoting meaningful campaigns. Campaigns with over 101 keywords decreased to 26.17%, emphasizing the need to investigate and improve.
Next Steps
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Simplify or even remove other campaign steps to allow users to focus on the keywords step.
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Hide the "Add Keyword" button from the suggestions , showing it only on hover.
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Make the "Import CSV" button more prominent as it is the main flow for the users.