Goal
Reduce the acquisition cost of new signups. SEO and SEM strategies were used to attract visitors, and landing pages needed to be optimized to increase sign-ups of users interested in starting the 30-day trial.
After optimization, the variant tested, which was based on user research, resulted in a 60% improvement in performance compared to the control page, during A/B testing.
My role
- Heatmap and click map analysis;
- Set up A/B test;
- Conversation mining analysis;
- Define hypothesis;
- Design new UI and UX including microscopy;
- Set up landing page variation to test.
Tools used
- Adobe XD;
- Hotjar;
- Google optimize;
- HTML and CSS.