Learning Launch

Challenge    We are responsible for an auto service center franchiser business website which provides  product and service information in detail. In this era, we need to drive online customers to offline  stores the most while compromising online sales that affect franchisee revenue. We plan to  develop an e-booking function that visitors can book product and service in advance on the  website to reduce queue management and inventory shortage for customer convenience.    Selection  We want to see real customers using this new feature. We selected a learning launch tool to  test this product comparison idea and prototype.    Application  We have our first launch of an e-booking function on the website and use Google Analytics to  track the number of e-booking page views, exit, average time on page, and journey flow to learn  how visitors use this function. We also use Google Tag Manager to see buttons that visitors  click. Our second launch requires optimization of text, page, flow, to serve user experience in  the best way.    Insight  What we have learned from the launch is that visitors were struggling at e-booking because text  and page design is complicated. We work with our UX team to optimize text, page and button  design to gain better website results.    Approach  Learning launch is an appropriate tool for this testing and learning. We need to review insight  from the learning launch thoroughly and improve website UI and UX with following rollout  timeline.

