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13 UI Tweak Increased Conversions UrbanClap Style App

UrbanClap

UrbanClap is a leading player in the home services marketplace in India. It provides a unified platform for users to discover and book housekeeping, massage, beauty and wellness, and repairs and installation providers. The company has revolutionized the previously offline and fragmented home services industry with its tech-enabled, mobile-first approach.

At the core of UrbanClap’s success is its simplistic yet effective app interface that streamlines the entire service discovery and booking process for users. The UI focuses on showcasing relevant providers based on location and category filters, establishing credibility through reviews and ratings, and optimizing for quick bookings through a prominent “Book Now” button.

However, as the competition in the home services space intensifies with new players emerging, incremental improvements to the user experience and interfaces can help drive greater conversions and engage more customers. Studies have shown even minor UI tweaks and refinements can impact user behavior and result conversions by as much as 20%.

This blog aims to discuss 13 specific UI optimizations and design changes that service discovery apps like UrbanClap can test to potentially increase user conversions. Many of these tweaks have been observed to be effective for e-commerce and hyperlocal platforms as well. The focus is on testing incremental changes backed by analytics and customer feedback for continuous improvement.

Tweak 1: Prominent Category Filtering like UrbanClap

One of the primary jobs of any service discovery app is to help users navigate the wide assortment of options and quickly drill down to what they need. Clear category filters presented upfront helps streamline the discovery process.

Platforms like UrbanClap should prominently display the top level category filters (e.g. Home Cleaning, Pest Control, Appliance Repair etc.) at the top of the homepage as selectable tags or buttons. This allows users to immediately narrow down and skip irrelevant options. The filters can also be integrated within the search box to filter results. Test different filter layouts with A/B testing to find the most noticeable design.

Tweak 2: Service Provider Profiles on Search Results

Presenting a bit of reassurance and social proof helps convince users to consider and book providers. Beyond just the company logo or name, search result listing cards should feature additional profile details like the service professionals photo, average star ratings based on reviews, total numbers of jobs completed.

This helps establish an initial sense of credibility for each provider profile before diving deeper. Key information like licenses, certifications, years of experience etc. can also be included. Optimizing the profile metadata to be prominently displayed above the fold can influence click-through rates on search pages.

Tweak 3: Simple yet Effective Onboarding

A streamlined onboarding process is critical to retaining new users and nudging them into exploring the full features. The initial screens after signup should clearly explain the value proposition of the app – enabling users to find qualified, reliable professionals nearby with a few easy taps.

An effective 2-3 screen onboarding flow could include:

  1. Welcome screen – Highlight core services, location filters to find pros
  2. Browse screen – Showcase category filters, popular requests
  3. Final screen – Call to action to search/book first service

Keeping the steps minimal yet focused helps users comprehend capabilities faster to proceed with discovery. Onboarding flows should be regularly tested against new users to maximize completion rates. Checkout Zipprr Urbanclap clone script https://zipprr.com/urbanclap-clone/

Tweak 4: Show Relative Service Pricing

Pricing is a major factor influencing consumer decisions. However, exact pricing can vary considerably based on job scope or provider. Instead of hiding costs, apps need to address pricing transparency in a relatable manner.

Apps could consider displaying an estimated price range based on past order values for each service category/type on detail pages. For example “Home deep cleaning typically costs between $50 – $100 depending on home size and amenities”. Such reference pricing helps manage expectations and reduce abandonment due to uncertainty over affordability.

On provider profile pages, past average order values can be specified to set benchmarks. This balanced approach helps both users and service providers by establishing price credibility upfront in a customized way.

Tweak 5: Capturing Real User Ratings and Reviews

User-generated ratings and reviews are highly trusted social proof that influence app store ratings as well as conversions within the app itself. But most new platforms struggle with review participation in the initial months.

Incentivizing useful reviews can help boost volumes. For example, platforms could offer vouchers/coupons for future orders specifically for users who take the time to leave a fair rating along with qualitative feedback after job completion. Default review prompts in the app as well as option to directly share positive experiences on social platforms may encourage more users to vocalize their satisfaction.

Over time, aggregating enough authentic ratings data becomes a valuable differentiating asset that fuels continuous growth through improved trust and matchmaking.

Tweak 6: Call-to-Action Button Optimization

A prominent “Book Now” style button is a must-have on provider profile and service pages to convert browsers into buyers. But endless testing is needed to determine the button styling that maximizes click-through rates.

Key parameters to experiment with include – Button color (green, blue etc), Text label (Book, Hire, Request etc.), Button size (Should it be bolder than other elements?), Button position (centralized top placement tends to perform better). Landing page URI after click can also be optimized to either initialize booking or show available slots to choose from.

Regular A/B tests comparing conversion lift across button variants helps identify the most effective on-page calls-to-action elements.

Tweak 7: Service Highlight Sections

Browsing multiple similar options is tedious. Featuring dedicated highlight sections within categories aiming to surface relevant options can boost discovery.

For example, exhibiting top 3 fastest growing services of the month based on order volumes in a distinct section risks capturing immediate user attention. Or call out promotions and deals being offered for select packages to ignite impulse purchases.

The key is to analyze category/provider performance patterns pro grammatically and curate dynamic highlighted rows that maintain freshness and relevance for returning visitors over time. Careful placement of such optimized inventory is useful.

Tweak 8: Customizable Service Quotes

Hesitation over unknown costs is a primary reason customers hesitate to proceed with bookings. Apps must address this by facilitating convenient cost estimates.

Integrating a guided service quoting mechanism lets users provide key job details and automatically generate indicative non-binding price quotes from multiple pre-qualified providers. Users appreciate competing quotes to weigh best value. Apps need to creatively design quote workflows respecting provider availability and schedules.

Once quoting is seamless, promotional CTAs can confidently proclaim the ease of “Get FREE, customized quotes from top pros near you within 24 hours”.

Tweak 9: Contact Options beyond Just Phone

While phones remain important for urgent issues, many prefer initial project discussion over flexible mediums like chat or email that fit their timing. Forcing calls is outdated.

Apps need multi-channel communications – In-app chat/messaging, Email templates to inquire, Scheduling tools to book virtual meetings directly from profiles are worthwhile experiments. The goal is offering appropriate convenience without overloading users or pros. Unified notifications across all linked devices further boost responsiveness.

Tweak 10: Explore Integrated Payments

Attaching friction less payments reminds users to complete the transaction journey in one go. Collecting critical details like addresses and payment modes upfront at the time of quoting itself reduces fallouts later.

Leveraging popular online payment gateways that users already associate high trust with allows embedding the entire transaction workflow within the discovery app’s smooth experience rather than redirecting out. Pros also appreciate getting paid directly without manual money transfers.

Tweak 11: Push Notifications for Real-Time Updates

Push is a powerful awareness and re-engagement tool. While notifying about new jobs or matches, apps must carefully craft notification types and frequencies or risk irritating users:

  • Service availability/scheduling alerts for favorites
  • Timely status updates during jobs
  • Satisfaction surveys for feedback
  • Targeted offers/promos for reactivation
  • System maintenance/support messages

Intelligent segmentation combined with optional controls respects user preferences around being contacted. Push needs optimization as a long-term loyalty booster.

Tweak 12: FAQs and Support Channels

Proactively addressing top questions through a comprehensive searchable knowledge base within the app prevents phone calls for basic queries.

Similarly, prominent live chat/email support access from all app screens for advanced queries ensures issues are solved smoothly. Analytics on frequently asked question types also points to interface enhancements.

Goal is empowering self-service while seamlessly connecting users to reps only for the rare complex problems via multilingual options. Initial response guarantees set positive experience benchmarks.

Tweak 13: A/B Testing Your Design Changes

The true test of any tweaks is validating impact with real users, not assumptions. A/B testing changes against control groups allows data-driven decisions.

Set clear hypotheses, experiment timelines, and track conversion metrics like view-to-book, repeat usage, time spent etc. across test cohorts. Iteratively optimize based on learning.

Effective testing means changing one parameter at a time while holding others constant to isolate impact. It also requires sufficient sample sizes for statistical significance. With testing, apps can continuously refine the experience.

Conclusion

The service discovery segment is intensely competitive today. While initial user experiences and feature sets have commoditized, it is the platforms that obsess over small user experience refinements that stand to drive incremental growth through higher user engagement and conversion rates over competitors.

Regular testing and optimization of the UI as outlined in this article can help disruptive on-demand home services players like UrbanClap stay ahead of the curve. The key learning is that even minor tweak experiments backed by goal-oriented analytics can have outsized impact on key business metrics over time through a more satisfying user journey. Continuous refinement is the path to maximizing the potential of innovative tech platforms.

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