Streamline 'Create new number' wizard

Problem

The "Create new number" wizard enables users to generate tracking numbers — unique phone numbers that CallRail's customers can display in their marketing ads. These tracking numbers are essential for call tracking, a core feature of CallRail's service and business model.
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The existing number creation wizard uses a series of binary questions to guide users through the process. However, user research and my analysis of FullStory data reveals that new users often face decision fatigue, leading to hesitation and abandonment, while experienced users find the process tedious due to excessive clicks. Additionally, the current structure makes it challenging for users to fully explore and understand all available tracking number options, limiting their ability to leverage CallRail's full range of features.

The wizard starts with a series of binary questions, "this or that", which could cause decision fatigue and confusion for new users.

The drop-off rate is consistently around 30% for the questionnaire section. (FullStory)

Outcomes

17% boost in wizard completion rate due to improvements made

The new updated wizard achieved a 70% completion rate compared to 60% for the old wizard, representing an 17% increase.

32%

Decrease in the drop-off rate for the questionnaire section. Now, 77% of users successfully navigate through it, up from 66% previously.

65%

Reduction in clicks for the most complex user cases, streamlining the process for large customers who frequently create multiple tracking numbers.

14%

Higher engagement rate for the new integration suggestions compared to the previous "suggested next steps." Active integration directly correlates with customer retention.

The updated number creation process was released in August 2024. We are currently tracking its impact on the business. Specifically, I'm interested in observing changes in the number of tracking numbers created, the accuracy of attribution data, and the effect on customer retention.

Design solutions

Recognizing the questionnaire section as a friction point leading to abandonment, I streamlined the number creation process into just two steps. To educate users about the various applications of tracking numbers, we introduced a visual library featuring popular call tracking platforms such as Google My Business, Yelp, and Facebook. We also implemented smart input auto-population and added contextual suggestions to further assist users through the process.

Simplified the super-long-multi-click survey into just two questions

We reduced clicks by 65% for the most complex user cases, minimizing decision fatigue and streamlining the process for both new and experienced users who frequently create multiple tracking numbers.

Introduced a visual library showcasing popular platforms for call tracking

Our research revealed that both new and experienced users are unaware of the various places where they can apply call tracking. The main design challenge is organizing the information effectively to avoid overwhelming the users. I organized options by popularity, both vertically and horizontally (within each section). I also added a "Most popular" section for quick access.

Do the work for the users -- contextual suggestions and auto-populated inputs

CallRail tracking numbers become more effective when users integrate them with their respective platforms. Our research showed that users are often unaware of these integrations and their capabilities. To guide users further, we've added quick links to relevant CallRail integrations based on the newly created tracking number.
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The new contextual integration suggestions have a 24% higher engagement rate compared to the previous "suggested next steps."

We've also made the process easier for users by autofilling fields such as "Number name," "Area code," etc. based on their previous inputs.

Why am I proud of this work? 😎

At its core, CallRail's value proposition revolves around providing marketing insights through call tracking, with tracking numbers serving as the engine of this process. The "Create New Number" wizard is, therefore, a cornerstone of the CallRail app.

As a designer, it's thrilling to have the opportunity to work on such a high-impact problem space. It was both exciting and rewarding to simplify a frequently used feature for users while incorporating educational elements to set them up for success in achieving their goals.

This project marked a significant milestone in my design journey. Throughout the process, I consistently challenged myself to "design less" by asking, "How can I create the most impact with minimal changes?"

Beyond adjusting the user flow in the questionnaire, adding a visual library, and making a few content design tweaks, I largely retained the existing design. I'm excited by this approach because it enables quicker design delivery, minimizes development work, and allows for more precise measurement of how design changes impact user behavior.

👋 Special note from Hebe

For the purpose of the case studies, I intentionally provided a bird's-eye view of the problem space, solution, and its impact. But there's so much more to explore! If you're curious about the behind-the-scenes design process, let's chat—I'd be thrilled to share more!

Streamlining the call tracking number creation process