CFI provides comprehensive on-demand online courses in Banking & Finance, following a subscription model. Users can choose between free plan and paid plan. While CFI has a significant number of new users for free plan, the conversion to paid subscriptions is comparatively low. Therefore, the primary goal of this project is to increase conversions, leading to a higher number of paid subscriptions.
I started by analyzing page performance using GA4, specifically focusing on user navigation from the homepage. Additionally, I tracked the engagement rate to assess performance after page updates. Heatmaps also helped me to identify key areas for improvement.
TakeawayThe sign-up form in the hero section often leads users to click first. As a result, they are reaching the pricing page before they explore other pages and fully understand CFI's services.
I proposed removing the sign-up form from the hero section and updating and relocating some sections to direct users to higher conversion pages. This should lead to an improvement in the number of paid subscriptions, even if there is a slight decrease in free plan subscriptions.
Success MetricsThe number of paid subscriptions increased by 10% or more, while the number of free plan subscriptions remian the same or decreased less than 10%.
Following the proposed solution, I removed the sign-up form from the hero section and plan to replace it with a graphic image showcasing CFI's services. Seeking stakeholder feedback to ensure it aligns with expectations.
FeedbackAfter gathering feedback from stakeholders on the wireframes, there's a request to explore additional options for the hero section. The concern is that removing the sign-up from the hero section might be too risky.
To address concerns about removing the sign-up form, I've created two options for the hero section. Option A reflects our initial idea, and Option B serves as an alternative in case Option A doesn't perform as expected. This allows us to quickly switch to the alternative design if needed.
TakeawayI explained to stakeholders that, based on our consistent quarterly OKR achievements for the free plan, we can afford to take the risk. So we initiated an A/B test comparing Option A to the existing design. If the number of free plan sign-ups sees a significant drop, we are prepared to switch to Option B.
Ensured alignment with stakeholders and finalized the design for handoff to the development team. Also, ensured the need for the new page design with a different URL to conduct the A/B test.
Now time to experiment with VWO. Initiated the A/B test with the primary goal set as "paid subscriptions" and the secondary goal as "free plan account creation."
After two weeks of conducting the CRO test, we saw a notable increase in the number of paid subscriptions. Importantly, there was no significant drop in the number of free plan account creations!
We achieved the primary goal set for this project and refined the homepage UX/UI design. Consequently, we saw a 6% increase in the homepage engagement rate based on GA4 data. Additionally, we successfully met the OKR for the number of free plan account creations. Overall, I consider this project a significant success for us.
I have a strong desire to constantly expand my knowledge and skills. If you have an interesting and challenging project that requires a motivated and enthusiastic team member, I'm ready to dive in. Don't hesitate to get in touch!
