The UX of marketing in an early-stage startup
From 30 to 84: How I Fixed the Ad-to-Signup Flow for KaraX.ai
Client
C3ALabs
KaraX.ai
Team
1 Product Designer (🙋♂️)
1 Data Analyst
1 Backend Developer
1 Marketing Lead
1 Stakeholder (founder)
Expertise
UX Research
Rapid prototyping
Data analytics
Timeline
2 weeks
TL;DR
We addressed usability issues of the landing page experience. Fixing it drove up the weekly sign-up rate by 162%.
We solved 2 major issues with the sign up flow:
Not enough information about the services before being prompted to sign up.
A dead-end sign up flow for first-time visitors.
Previous Userflow deterred people from signing up
New Userflow gives them an intent to sign up.
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).
Working in a small startup means that you're always wearing multiple hats. As a product designer here, I often found myself designing solutions to address both marketing issues, and QA issues, and I learnt that each comes with its own set of requirements to solve for.
Like what you see? Let's create together!