When I first started, only 34% users started tests and 23% completed them, which was not ideal. The current experience requires users to complete the 7 tests, which were designed to give users a comprehensive evaluation, before they can move forward.
After digging into the current experiences and talking to users, I learnt severals things that attribute to the problems:
- Taking tests upfront is intimidating. Even for experienced professionals, taking 7 tests is a lot to ask, and lots of people don’t feel comfortable doing it, especially on topics they are less familiar with.
Taking 7 tests is a big commitment. In total, taking tests could take more than 2 or 3 hours. The lengthy process and not knowing what they could gain after test completion made them less eager to finish the self-assessment.
The overall goal is to increase the test completion rate. To achieve this goal, we want to make the test process easier for them to start, as well as simplifying the test process to make it easier.
A less intimidating test
1. Minimizing mandatory tests
The previous Workera experience requires users to complete all 7 tests, which could take 2 or 3 hours, to move forward to feedback, and we want to simplify it.
Previous test flow
In general, Workera can help people find job opportunities in four types of roles: data scientist, machine learning engineer, software engineer with a focus on machine learning, and software engineers. As different roles require different skills, taking tests on a subject that is not required by one’s role is not very helpful.
To make testing more flexible, I added opt-out options for subjects that are not required for all job roles and moved the video interview to a later stage of the experience so that users don’t feel pressured when they first started. Through Inspectlet, I was able to see that the majority of users were using the opt-out option.
2.Creating practice test to get users started
One of the things makes Workera unique is the tests we are providing, but taking tests is especially stressful when you are not familiar with the test format and can’t prepare for it.
From Coursera’s product success, our team learnt that giving users something easy to get started could increase their confidence and motivation to continue their studies. Our data also showed that users who have started the test would be more likely to finish it, so I created a practice section with two simple questions. Users will be prompted to take the practice test after they have finished signing up.