AMA cut sign in abandonment in half.
Using Quantum Metric, the American Medical Association significantly enhanced their sign in process, resulting in reduced user frustration and improved membership metrics.
Industries
Other
Teams
CX & VOC,Product,Technology
Region
Americas
Features
Session replay,Analytics,Dashboards
3 min read
12% increasein membership
51% increase in auto-renewal
67% decreasein abandonment
21% decrease in frustration
Refining sign in for seamless access.
Recognized as the physician’s most powerful ally in patient care, the American Medical Association (AMA) faced a significant challenge: optimizing their digital sign in process for 2 million unique login users annually. This crucial gateway to 20 AMA digital platforms and content had been a source of frustration and abandonment for many users.
Using Quantum Metric's digital analytics and session replay, the AMA’s Customer Experience team garnered real-time insights, to identify key pain points. This helped them work with product and IT stakeholders to unpack what was driving frustration like API timeouts, content display issues, and several types of system bugs.
The Quantum Metric platform significantly helped AMA collaborative teams with solution prioritization. For example, by quantifying that thousands of abandonments within the past month were due to login frustration, the team was able to identify and focus on the most critical issues, effectively addressing them and removing customer friction.
“Digital monitoring tools catalyzed solutioning because it gave us a common language to understand, quantify, and neutralize digital friction.”
Todd Unger/Chief Experience Officer
Implementing rapid solutions.
The AMA formed a core sign in leadership team comprising product owners, IT specialists, and customer experience resources. This team prioritized quick wins, such as cleaning up old code that affected API calls and fixing dead-end processes and broken links. By leveraging Quantum Metric's session replay and real-time monitoring, the team could visualize user frustration and quickly implement solutions.
“We've transitioned from years-long development cycles to monthly releases. Now, we can quickly incorporate insights from Quantum Metric digital monitoring into our agile sprint cycles, allowing for continuous, relentless improvements.”
Jeff Phillips/Director of Customer Experience
Impact:
The AMA's efforts, using digital monitoring, led to several outcomes:
- User frustration decreased by 21%: A cleaner UI improved navigation and made for a smoother user experience.
- User abandonment decreased by 67%: Users could now complete the sign in process without encountering critical roadblocks.
- Platform errors decreased by 76%: Technical issues were swiftly identified and resolved, enhancing overall reliability.
- Digital audience improved by 140%: More users were successfully creating accounts and accessing AMA resources.
- AMA membership sales improved by 12%: Simplified access translated to higher membership numbers.
- Membership auto-renewal improved by 51%: Clearer processes and improved user experiences led to more members opting for automatic renewals.
“Digital monitoring enabled our teams to prioritize and execute solutions that elevated both customer and business outcomes. Our ability to act on real-time insights transformed AMA’s approach to digital customer experience.”
Gloria Gupta/Senior Director of Customer Experience, Sales, and Service
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