After usability testing and analyzing session recordings of the homepage, it was clear that the content was not engaging users. The previous homepage faced a steep ~40% dropoff rate. From our research sessions, we saw that over 1/3 of participants could not accurately describe the scope of services included in a Kickoff subscription within their first 30 seconds on the page.
We solved this by refining the design and messaging on the page, including a new scrolling How it Works section to depict what's included in the service and what to expect when signing up.
Signup CTAs were added throughout the page to help conversion, and we moved contact information questions to the first step of the signup flow rather than up front, reducing initial friction. This led to a 23.4% increase in the number of leads collected.
Homepage to signup flow Boost
within first 30 days