Increasing Transit Agency Card Signups by 33% Through Navigation UX Improvements
At-a-Glance: User Behavior Data Turned Into a 33% Signup Lift
A regional transit agency wanted to make it easier for riders to sign up for a transit card and check their balance online. By monitoring site search behavior, we uncovered a clear friction point: riders couldn’t find “check my balance” in the navigation. Adding this call-to-action to the utility nav led to a 40% increase in users entering the signup funnel and a 33% lift in completions within five months.
The UX Challenge: Riders Searched for Balance Instead of Navigating
Riders needed a simple way to check their card balance and manage signups online. But the site’s navigation didn’t reflect how people actually looked for these actions. Instead, thousands of users turned to site search, typing variations of “check balance” to find what they needed. This created unnecessary friction and slowed down the path to conversion.
Our Strategy: Turning Rider Search Behavior Into Streamlined Navigation
We began by analyzing GA4 data in our Looker Studio report to uncover how riders searched and moved through the site. A consistent friction point surfaced: “check my balance” was one of the top internal search terms, but the action wasn’t available in the navigation.
Instead of expecting users to adapt to the site, we adapted the site to users. By adding a clear “Check Balance” call-to-action to the utility navigation, we aligned the site experience with rider intent and removed an unnecessary barrier in the signup process.
Key Moves:
- Analyzed search behavior to uncover gaps between user intent and site structure.
- Translated rider language into navigation, adding a visible “Check Balance” CTA.
- Streamlined the signup path, reducing reliance on site search and fueling funnel growth.
Impact: Navigation Updates Drove Measurable Signup Growth
- 40% increase in users entering the top of the signup funnel (vs. previous year and previous 5 months).
- 33% increase in users reaching the final step of the signup funnel in just five months.
- Reduced reliance on site search for balance checks, streamlining the experience.
Insight: Meeting Users’ Language Boosts Funnel Performance
This shift worked because it aligned navigation with real user intent. Instead of forcing visitors to adapt to the site’s structure, the site adapted to them. By translating search behavior into navigation labels, we reduced friction, guided more users into the funnel, and made the digital experience feel intuitive.
