Good Migrations
Migrating hundreds of thousands of users to a new version of your product is a delicate business, especially when the new version is very different from the old. They need to understand that though the migration is mandatory, they have as much control as possible.
The Challenge
We decided to deprecate ADI, an old platform for users who wanted a simple, straightforward editing experience. These users' sites would be migrated to the Wix Editor which provides more design freedom but has a more complicated interface. Our first attempt had a high churn rate, both during and after migration and many users turned to Customer Care with questions and concerns about the experience.
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The Solution - gradually escalating messaging
Users were given 3 chances to choose to update to the new Editor before they were forced two. Each time they entered ADI they saw a new message with escalating urgency.
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The Impact
While our first attempt provided a much more abrupt experience, with little warning and little control of the process, the gradual messaging succeeded in improving the user experience and success.. This version of the product significantly increased migration completion and reduced tickets to Customer Care.