The UX of marketing in an early-stage startup
TL;DR
We addressed usability issues of the landing page experience. Fixing it drove up the weekly sign-up rate by 162%.
Major usability issues deterred people from signing up
Upon analyzing google ads, we found that out of 10,000 weekly visitors, only 30 successfully register.
Not enough information about the services before being prompted to sign up.
A dead-end sign up flow for first-time visitors.
New Userflow gives them an intent to sign up.
We addressed these issues with an interactive landing page and a dynamic sign up process.
Problem
10,000 weekly visitors from ads. But only 30 successful sign ups.
Most users click away to go to the home page to learn more.
Some tried to sign-up, but the flow failed to guide them correctly.
Solution
A dedicated landing page experience for ad traffic
A limited use preview of the unique offering (the taste of the product).
This preview allows the users to interact and build familiarity with the product before committing to sign up.
Users will also be more likely to sign up if they feel like their action was incomplete.
Sign up flow that guides users to the right place.
Unrecognized emails taken to sign up page
Recognized emails taken to sign up page
Impact
Sign ups went from 30 per week to 80+ per week.
The sign up rate has continued to progress over the weeks, standing at 50+ per day as of February 20th (Approximately ~350 per week).
In self-reflecting on my time at a young startup, I leant 2 very important ways of working in smaller teams:
You always wear multiple hats and aren't limited to your role.
There's constant cross-team collaboration. I found myself working with the marketing team and Quality Assurance teams throughout the project.
Check out some of my other work…
