Background
Based on the NPS survey report previously compiled by the Data team, one point raised by users relates to the possibility of purchasing multiple product domains in a single invoice with a clearer flow. Additionally, based on the competitive analysis conducted by the UI/UX team regarding the domain purchase flow, there is still room for improvement at Niagahoster. Especially when compared to competitor domain providers that already offer an easy flow for users to purchase single or multiple domains at once, such as Namecheap, which provides a "cart" feature that greatly assists users in the domain purchasing process.
At Niagahoster for the domain product, there is a purchasing flow as follows
(case on /domain-murah):
From the flow, it can be seen that in one of the steps, when users want to search for and add another domain, especially if it has a different domain name, they have to repeat the search process and go back to the main landing page (/domain-murah) to manually add the domain to the cart. All the domains that users want to purchase at the same time will only appear during the checkout process (selecting payment method), which can be time-consuming.
Based on the domain order data from Niagahoster’s Metabase, there are also cases where users make separate domain purchases (in different invoices) but within a very close timeframe. This indicates a demand from users for a better flow in the domain purchase process, especially when buying multiple domains simultaneously.
Objective
- Increase revenue of Domain product by providing smooth and seamless flow for user to checkout more than one domain product with different Top Level Domain (TLD) and Second Level Domain (SLD) at the same time.
- Optimize the experience of user while searching for the Top Level Domain (TLD) and Second Level Domain (SLD) they needed.
- Providing better flow for all order domain product flow.
Initiatives
Brainstorm Idea with Team (Dev and UI/UX)
To further refine this initiative, the product team also conducted brainstorming sessions with the related team to explore the possibilities of this flow and consider the need for data or research that may be required before moving to the development stage.
Following the discussions, the team agreed to try implementing this new flow, and with the assistance of the UX Designer, they began designing wireframes for the flow's interface. They conducted benchmarking by observing the existing flows of major domain providers out there, while also adapting them to fit the current flow at Niagahoster.
User Story
- User Story Tittle: User Search for the domain
- Users are directed straight to the /domain-murah flow when searching for that domain name.
- The displayed results are tailored to the user's domain needs.
- Users can clearly view the search results, including the corresponding domain prices.
User Story Description: As a domain user, I want to search for a domain based on its extension and desired domain name so that I can find a domain that suits my needs and make a purchase promptly.
User Acceptance Criteria:
- User Story Tittle: Use add the domain product to the cart
- The change of the copy button from "Pilih" to "Bayar" is clearly communicated when the user has added that domain.
- The user sees a checkmark icon in the cart as an indication that the domain has been added.
- The user can still perform the next domain search in the search bar if needed.
User Story Description: As a domain user, I want to add the desired extension and domain name to the cart so that I can proceed with the purchase of the domain that meets my needs promptly.
User Acceptance Criteria:
- User Story Tittle: User go to the order page (order flow)
- The user is presented with a complete and detailed list of the domains they have purchased.
- The user can choose whether to opt for upselling products or not, such as hosting or Comodo SSL.
User Story Description: As a domain user, I want to view the total price of my domain purchase and see other related offerings so that I can promptly complete the payment process for my domain order.
User Acceptance Criteria:
Result
Until the beginning of January 2023, the continuation process to enter the development stage for this initiative has been delayed due to the company's internal focus on infrastructure migration related to the merger between Niagahoster and Hostinger.
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