As part of the SMB team, I helped develop a simplified user flow that guided new advertisers through the creation of their first ad.
Problems
The full TikTok Ads Manager experience can be overly complex and offer too many options for SMBs and first-time users.
Solutions
After UX research revealed some user confusion, I made some content updates that resulted in increases of the completion of key steps and in overall ad submissions.
I also created content principles to guide content updates and future creation.
Outcomes
UX (largely content) improvements resulted in increases in the following metrics:
- Enter ad rate: +3.3%
- Enter budget rate: +2%
- Ad submission rate: +1.7%
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CSAT score for the Newbie flow is 21% higher than the general TikTok Ad Manager flow, consistent across two quarters
What my team said
“Yvonne embodies the ‘Always Day 1 mindset’ by approaching content challenges with a fresh perspective and data-driven thinking. She is candid and clear when collaborating with cross-functional teams, ensuring alignment even during disagreements. Her ability to translate research into strategy has delivered measurable improvements in the Newbie flow.”
Moon Phase Media 