UX Writing: Optimize homepage and sign-up flow to increase conversions
The Challenge:
Narrative BI, a generative business intelligence platform, needed to improve its homepage and sign-up process to increase user registrations. The goal was to create clear, compelling copy that would guide users from the homepage through to account creation, emphasizing the platform's value proposition at each step.
Goals:
Increase sign-up conversion rate from homepage visits by 30%
Reduce drop-off during the sign-up process by 25%
Improve clarity of Narrative BI's unique value proposition
The Process
Here is how I approached the task
User Research and Data Analysis
● Analyzed user session recordings using Hotjar to identify pain points in the current flow. I discovered that users barely read the hero section● Used Google Analytics to map out the user journey and identify drop-off points● Reviewed competitor messaging to identify gaps and opportunities
Content Strategy
● Identified the areas where copy was needed● Developed a messaging hierarchy emphasizing Narrative BI's unique "data to narrative" proposition● Created a user journey map to ensure consistent messaging across all touchpoints● Identified key user motivations and concerns to address in the copy
UX Writing and Microcopy Creation
● Crafted headline options for the homepage hero section and the signup page, focusing on the core benefit● Developed clear, action-oriented CTAs for each step of the process● Created microcopy for form fields, emphasizing ease of use and value● Wrote persuasive subheaders and supporting text to reinforce the main value proposition
Collaboration and Design Integration
● Worked closely with the design team to ensure that the copy complemented the visual elements● Participated in design critiques to refine the placement and hierarchy of copy elements
A/B Testing
● Developed multiple variants of headlines and CTAs for testing● Collaborated with the analytics team to set up conversion tracking
Final Outcome
Homepage Hero section
Sign Up page
Results
● 45% increase in sign-up conversion rate from homepage visits (exceeding the 30% goal)● 35% reduction in drop-off during the sign-up process (surpassing the 25% goal)● 28% improvement in time-to-first-insight for new users
Learnings
● The phrase "One click away" on the sign-up page significantly increased conversion rates, emphasizing ease of use.● Including "work email" in the form field increased the quality of leads without negatively impacting conversion rates.● The addition of "Zero coding" on the homepage addressed a key user concern and improved click-through rates to the sign-up page.
Reflection
This project highlights the importance of maintaining a consistent narrative across the user journey. By focusing on the core value proposition of transforming data into meaningful insights, we were able to create a compelling story that resonated with our target audience. The success of this project also highlighted the power of microcopy in guiding user behavior and reducing friction in the sign-up process.
Key UX Writing Strategies
● Maintained the "data into narratives" theme across all pages to reinforce the core benefit.● Used active verbs like "Turn," "Receive," and "Try" to encourage user engagement.● Avoided jargon and focused on benefits (e.g., "Zero coding" instead of technical details).● Incorporated social proof and trial offers to reduce perceived risk.● Used the multi-step process to gather information gradually, reducing initial friction.