A website to convert substantial viral traffic
Despite a steady influx of visitors, including occasional spikes in the hundreds of thousands, conversion remained suboptimal.
Despite a steady influx of visitors, including occasional spikes in the hundreds of thousands, conversion remained suboptimal.
StudyStream found early success from virality on TikTok. Gaining initial peaks of millions of visitors, a now steady stream of traffic and the occasional spike of hundreds of thousands were converting at a low rate. We needed to capture more of this top of funnel traffic and with a rebrand happening alongside it was the perfect time to redesign the website.
I knew from data (analytics + surveys) and user interviews that our top of funnel was primarily composed of people visiting due to the draw of seeing others live. This also being the primary value proposition of the app it was clear that this had to feature prominently on the website.
The overall approach was to build off the success of the viral content. Continue the story on our website while introducing the value proposition.
Facing tight deadlines, I adopted a lean approach, quickly moving into the development of rough concepts while concurrently shaping the visual identity in UI. This meant more communication on my part to present the visuals in such a way that stakeholders didn’t get lost in the weeds but it meant we could discuss content, layout, copy and visuals at the same time.
Moving towards the first version for handover to the engineers I started working closer with stakeholders to confirm direction of content, layout and copy while also confirming visuals and translating them into a design system which would help us move faster during iteration after launch.
14% to 31%
New visitors to the website -> account creation