Problem
After customers ask an Expert a question on JustAnswer (formerly Pearl.com), they are brought to this page that we called "the waiting room." This is where they waited while behind the scenes, one of hundreds of Experts claimed the customer's question and started typing up their answer. Since many answers are not simple, customers ended up waiting on this page for several minutes. And because of that, this page had the highest drop off in the entire funnel.
Solution
I was on a product team that was responsible for increasing subscription sign ups. So I proposed replacing the previous content on the page -- an uninspiring, wordy and often unread explanation that the Expert was working on their question and that it may take some time for them to answer -- with this promotion for our subscription service.
My goals for this project were to:
Present the benefits of both options without overwhelming the customer
Increase subscription sign ups
Keep customers on the page long enough to receive the answer to their question
Results
Everything we did at JustAnswer was A/B tested, so of course we tested this against the original. And not only did this reduce drop off by ~30%, but it also increased subscription sign ups by 19%.