Reducing Friction While Adding Products
Have you ever been asked to complete two opposing tasks?
Revamping Atlassian’s checkout process and incorporating a pricing calculator streamlined the purchasing experience, reduced user friction, and facilitated the adoption of cloud products, resulting in a 3% increase in conversion rates.
Atlassian buyer experience for Jira Software cloud plans featuring a pricing calculator.
Situation
Atlassian, a software company known for products like Jira and Confluence, aimed to enhance its buyer experience and promote its cloud platform offerings.
Challenge
The existing checkout flow was outdated, included unnecessary user friction, and limited development. Leadership also sought to grow user adoption for the cloud platform.
Question
How can Atlassian improve the buyer experience to reduce friction and encourage the adoption of its cloud products?
Identified user pain points
User research revealed that the purchase flow wasn’t clear or easy for customers, and users were unclear about the product pricing needed for their team.
Tested new features
The team developed a pricing calculator to help customers identify the best plan and pricing, and highlighted new cloud products to support user adoption and growth.
Improved code development
Developers de-coupled code for the new buyer experience design to improve development and offer flexibility, leading to a more streamlined and user-friendly checkout process.
Results
Conversion rate increase
The improved buyer experience checkout flow reduced user friction while introducing the cloud platform, resulting in a 3% increase in conversion rates.
User feedback
Usability tests confirmed that the new features, such as the pricing calculator, enhanced the clarity and ease of the purchasing process for customers.
Conclusion
By addressing user pain points and implementing targeted design improvements, Atlassian successfully enhanced the buyer experience, reduced friction, and promoted the adoption of its cloud products, leading to measurable business benefits.
