Problem
User Problem
Creative Cloud Desktop users clicking links across our testing surfaces are directed to Adobe.com based on language rather than location. For example, a German-speaking user in Germany and one in Austria are both sent to the German site for Germany. This leads to irrelevant content, a frustrating experience, and lower engagement and conversion.
Insights
In June 2023, there were 149K visits from Non-US users of all languages, 71.5K (48% of users) saw the modal
81% of users who saw the modal (58.6K) used it to switch to the correct Geo
Yearly, 703K users ROW are negatively impacted by the pop-up modal experience.
Hypothesis & Estimated Impact
IF we automatically redirect Creative Cloud Desktop audiences to Adobe.com by pulling the correct country from their profile (instead of asking them to confirm their country), THEN regional audiences will experience less friction when reaching shopping and browsing pages — increasing CTR, Conversion, and ARR — BECAUSE less fewer clicks in checkout have been shown to improve core KPIs.
Estimated Impact: $500-$900K Quarterly (assuming 5-10% lift)
Business Problem
As Adobe actively pursues international growth, our current testing surfaces are not optimized for global users, creating friction in our user experience that can hinder growth and lead to user attrition. Addressing these issues is crucial for scaling and capturing the full potential of international markets.
Project Design
Control
user clicks a CCD surface (for ex: Plans & Pricing card) and goes to A.com Plans & Pricing page, a pop-up comes up to confirm their Geo/Language, with the background page being in English US.
Challenger
user clicks on ANY CCD surface (for ex: Plans & Pricing) and when they land on a.com, there's no pop-up because their locale/language has been auto-detected:
Results
TBD - Launching FY24 Q4/FY25
