Success Stories:

Leading Software Provider Optimized its Global eCommerce Transaction Funnel with Appen

The Situation

A leading multinational software provider needed to optimize its eCommerce funnel for its suite of general consumer productivity software, in multiple markets. Understanding the nuances of the customer journey and evaluating the effectiveness of an eCommerce transaction funnel is challenging when you have a single product in a single market. But when you have multiple product types sold in many global markets, it can be difficult to optimize the effectiveness of an eCommerce platform for each market.

Knowing this SaaS product sold well in some markets and less so in others, the provider needed to discover potential bottlenecks in the eCommerce purchasing process for each of its products, especially in more culturally nuanced markets. To optimize the product page and transactional funnel for these markets, it was critical to identify areas of confusion, and help improve the user experience to increase sales. The provider was under both time and budget constraints to improve eCommerce sales in these key markets.

The Solution

The software provider engaged with Appen to design and deploy a usability study gathering user feedback from its target global markets, in multiple languages. The study identified areas of confusion, technical issues, usability issues, and general user experience improvements. The study analyzed the full transaction funnel, starting with the search phase, continuing through to product selection, purchase, and installation. Participants from multiple markets provided feedback for every key step and highlighted both common and market-specific deficiencies in the search and purchase experience.


Working with Appen allowed the provider to analyze the effectiveness of its eCommerce platform in all of its target markets—on budget and on time. Appen curated a crowd of the most suitable user experience evaluators in multiple markets and languages from over 50,000 potentially viable worldwide users of the product.

Using Appen’s platform as a central point of operations and participant feedback, the provider was able to collect clean, accurate data quickly for both quantitative and qualitative analysis.

After a successful initial market research study for its consumer SaaS product, the software provider returned for an additional study to focus on optimizing the eCommerce funnel for its commercial clientele.

Key Success Factors

With a global reach of over 1 million skilled contractors worldwide, Appen provides cost-effective and scalable resources for firms to quickly scale their programs. Appen’s expertise in data collection and crowd management, combined with our access to a crowd of on-demand testers, helped deliver critical data to our client’s research team, so they could improve their worldwide customer experience and eCommerce sales.

A top-10 multinational software provider with a global SaaS eCommerce platform looked to Appen for help optimizing its eCommerce funnel.



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