How Behavioral Design Transformed Quarterly Sales
Team Structure
1 UI/UX Designers
3 Marketing Managers
Platform
Web
Time Frame
July. 2024 - Nov. 2024
Responsibilty
UX Design, Visual Design
Setting the Stage
Autodesk has been on a mission — strategically positioned Fusion 360 to capture market share in the highly competitive CAD industry.

As part of this strategic growth, every quarter in FY25(year 2024), our team rolled out 30% off promotion in each quarter, giving users a compelling reason to start their journey with Fusion.
Journey Mapping
This promotion strategy is designed base on a customer lifecycle journey—from initial awareness, consideration, making devision to final conversion.

User sees a social, display or email advertisment to trigger intent, they'll click through to Fusion's commerce page, add Fusion to cart and finally complete the purchase.
The Problem
With the first two quarters rolled out, our promo seems to have a strong click-through rate, driving unique visitors to our sales landing page. However, many users drop off before completing their purchase.

My team then focuses on how we can retain users and convert their intent into a purchase within the 30-day promo window.
HMW
How might we turn ad-clickers into high-intent buyers within the 30-day promo window?
Driving User Motivation
To drive growth of users, I researched on multiple methodolgies on how to actibate and enourage user behaviror, one of the theory I found very helpful to is Fogg behaviral model.

Fogg Behavioral Model: Behavior = Motivation + Ability + Prompt
Analytics data 1
We observed that user engagement is high on the main sales page but drops when navigating to other pages.
For confidentiality reasons I have omitted the actual values for the metrics.
Analytics data 2
By analyzing time on page and click-through rates, we identified variations in user interaction across different pages.
For confidentiality reasons I have omitted the actual values for the metrics.
Design Solution
Promotional Banner that stays visible across all pages
To ensure users remain aware of the key promotional offer throughout their browsing journey, I designed a Promotional Banner that stays visible across all pages.


Promotional Banner sticky on top
Data shows that continuous visual reminders effectively boost engagement and drive conversions.
A/B Testing Outcome
Hypothesis: Including a sticky top banner that appears on top will improve order rate during FY25 Q3 Promo.
1
3.5%+ Conversion
3.5% conversition rate increase for the new design
2
Next Step
Scale to 90% of visitors, 10% control for the remainder of the promotion.
Analytics data 1
Heatmap analysis revealed that certain page sections, especially towards the bottom, have lower engagement.
For confidentiality reasons I have omitted the actual values for the metrics.
Analytics data 2
Additionally, bounce rate data indicated that users tend to exit on specific content pages.
For confidentiality reasons I have omitted the actual values for the metrics.
Design Solution 2
Exit Intent Banner: A Timely Prompt
To increase retention, I implemented an Exit Intent Banner that appears when a user is about to leave the site.


Exit Intent Banner: A Timely Prompt
A/B Testing Outcome
Implementing an exit intent banner that triggers when users attempt to leave will increase order rate during FY25 Q3 Promo.
1
7%+ Conversion
7% conversion rate increase for the new design.
2
Next Step
Scale to 85% of visitors, with 15% control for the remainder of the promotion.