Boosted SMB Conversions with a Self-Service Onboarding
Overview
At Cloud.ru, SMB registration was slow and inefficient due to a manager-only process. This case study details how I led the launch of a self-service flow, increasing monthly registrations from 1 to 30 in the first month.
My Role
Conducted hallway usability testing on early prototypes.
Designed business workflows in cross-functional collaboration with lawyers, accountants, and other stakeholders.
Created user flow designs.
Challenge
The original registration process posed several challenges:
Fragmented User Journey: SMBs registered as individuals with no clear way to transition to a business account, leading to dropped conversions.
Excessive Manager Dependency: Manager-only registration slowed conversions, limited scalability, and overloaded the sales team.
Complex Multi-Step Flow: Multiple verification steps increased errors and user frustration, leading to high abandonment rates.
Outcome
The redesigned self-service registration process delivered:
Monthly SMB registrations increased from 1 to 30 in the first month, exceeding our target of 20.
Automation is saving approximately 20 hours per month for sales managers.