Chaser • Website - Gregory Padilla

How I boosted conversions for Chaser’s beta launch

Problem

Chaser’s website had a high bounce rate and low conversion rates. Users were not signing up for the beta launch, making it difficult to establish a strong user base.

goal

The goal was to increase conversion rates by optimizing the user experience, addressing pain points, and ensuring that users completed critical tasks, such as signing up for the beta launch.

Solution: Task-based visual redesign

optimized cta

Enhanced the visibility and functionality of the "Get the App" CTA, addressing feedback that the previous CTA was not engaging.

Clear value proposition

Crafted messaging that clearly articulated how the app could improve users' social experiences in college, addressing user feedback about a lack of engagement in the original design.

Grew User base

Increased beta sign-ups for the app by 18% in the first month post-launch, expanding the user base.

Build interest for a new social media startup with an empathetic strategy.

II. Research

What is Chaser?

background

Chaser is a social app for college students dedicated to building authentic communities and fostering genuine connections that will shape the future of social media. Students can connect with others, share experiences, and build meaningful relationships.

Reviewing the current website

hard data

I conducted a comprehensive evaluation of the current website, focusing on quantitative metrics from Google Analytics to understand user behavior and perceptions. I aimed to identify specific issues that hindered conversion rates and user engagement.

UX evaluation

I performed a quick UX evaluation of the current site and identified several usability issues. The website lacked a strong narrative and value proposition, which were crucial in driving conversions. The layout was confusing, and key information was not easily accessible.

user interviews

I conducted user interviews to gather insights directly from potential users. I wanted to understand their reasons for not signing up for the beta launch and their overall thoughts on the product. These interviews provided valuable qualitative data that guided our design decisions.

wrap up insights

I reviewed all interview transcripts to generate key themes. These insights were pivotal in shaping our hypothesis and ensuring that our changes were user-centric.

reference

Here's the previous website design for Chaser.

user quote

One user had this to say about the current design. This comment emphasized a huge problem we needed to address in our redesign.

"The current design is flat and boring. There's nothing that stands out or captures my attention, so why would I sign up?"

Forming a hypothesis

understanding part of the problem

I started to hypothesize that the issue was that users weren't able to find the "Sign Up" button, couldn't make sense of it if they did, and found the text and visuals were not engaging.

Here’s an example of the interaction when signing up for the beta launch by submitting an email. Key issues observed include:

• Readability: The all-caps font in the input field makes it hard to read.
‍
• Lack of Feedback: There are no hover effects for the input field or the button, reducing interactivity.
‍
• Accessibility Concerns: Light-colored text on a light background poses readability challenges.
‍
• Missing Confirmation: No visible confirmation appears after the email is submitted, leaving users uncertain.

Empathizing with users

usability testing

To validate my hypotheses, we conducted task-based testing where users were asked to complete the sign-up process on the current website design. We tracked user behavior, feedback, and sign-up completions.

Engagement

Many users noted that the "Sign Up" button in the design was hard to find, and they weren’t motivated to complete the sign-up process due to unclear callouts.

Visibility and awareness

Users had no indication that the system received their input, as there was no confirmation message about the email being sent. This lack of feedback left users feeling confused and frustrated.

Content clarity

Users wanted a clearer, more compelling explanation of how the app would benefit their social life.

Identifying user pain points

insights gained

Through a combination of UX evaluations and user interviews, we identified several critical barriers

task unengagement

The website’s design wasn’t visually compelling, which led to users abandoning the site before engaging with any of the content.

Unclear value proposition

Users were unsure of what the app offered and how it would benefit them socially, making them reluctant to sign up.

Low visibility of cta

The main "Sign Up" button, was not prominent or motivating enough to drive conversions. It was difficult for users to find and engage with the CTA, leading to low sign-ups.

system status

Users weren't informed about what was happening through appropriate feedback within a reasonable time.

III. Design

Redesign process

sitemap

The updated sitemap prioritized the CTA and key information that was previously buried. This clear structure guided users towards completing the intended task—signing up for the beta launch.

brainstorming and concepts

Our wireframing began with broad ideas, refined through consensus to create an efficient task-focused approach, ensuring that all user flows, from entry to sign-up, were optimized for clarity and engagement.

feedback and iterations

We held weekly meetings with product managers to update progress and gather feedback. This iterative process ensured our wireframes included essential elements that the founders wanted to include.

New visual design

redefining the website experience

After reviewing these insights, we made several critical changes to the homepage design, ensuring that each change addressed a specific user issue.

Engaging Hero Section with CTA

To immediately grab users' attention, we introduced a visually striking hero section featuring high-fidelity UI mockups of the app. This allowed users to quickly get a sense of the app's look and feel. Alongside this, we added a prominent "Get the App" button (our key CTA) to make it easy for users to start the download process right from the hero section. The goal was to improve first impressions and boost early engagement.

Clear Value Proposition

In the next section, we addressed the feedback about the unclear value proposition by clearly articulating what the app offers and how it enhances college students’ social experiences. This section also included key app screens to visually reinforce the app’s benefits, making it easier for users to understand how the app would solve their social challenges.

Empathy with Users

We introduced a section that empathized with users by outlining common frustrations with university life—such as difficulty making connections and a lack of community. We then demonstrated how the app would alleviate these pain points, fostering trust and relatability.

Additional CTA at the Bottom

Finally, we added another "Get the App" button at the bottom of the homepage to ensure users had a second opportunity to sign up after going through the entire page. This provided a clear, frictionless path for users to take action after reviewing the app's value.

An efficient and effective sign up action

different sign up ideas

I explored various ideas for the waitlist CTA to improve readability, accessibility, feedback, and system status. My goal was to keep it simple, with fields for a phone number and email, while also offering multiple options for quick access. For instance, I included a QR code for desktop users, allowing them to easily sign up on their phone for added convenience and privacy.

IV. Evaluate

Task-based testing with college students

results

We conducted usability tests focusing on user engagement with the new design. Participants were given specific tasks, like finding information on the app and completing the beta sign-up.

CTA function

After redesign, the CTA was visible and engaging, resulting in an increase in sign-up completions.

Improved user journey

The new structure guided users more naturally toward completing the sign-up task, with fewer drop-offs along the way.

Positive feedback on visuals

Users responded well to the hero section and app UI, noting that it helped them quickly understand what the app looked like and how it could benefit them.

value proposition + CTA

The most notable feedback highlighted how effectively the new design communicated the app's value for enhancing college social life.

Additionally, the desktop CTA received high praise for its convenience in facilitating beta access on mobile devices.

"This 'get the app' button is a cool addition. I can get a link straight to my phone!"

V. Final designs

Homepage

the new look

Having done the research, the redesigned homepage adequately addressed our core problem and was ready for development. I handed it off to developers and was really content with the final look.

Growing a user base

Key improvements

The new changes to the waitlist CTA include:

• Readability: Clear text hierarchy and actionable items enhance readability, making it easy for users to understand and engage with the form.

• Interactive Elements: Hover effects on the input field and the "Use email instead" link signal interactivity, ensuring users intuitively know what can be clicked or edited.

• Accessibility: The button design provides sufficient contrast against the white background, ensuring it’s usable for all users, including those with visual impairments.

• Visible Confirmation: Users receive a clear confirmation that their input was successfully received. Additionally, a 60-second timer prevents duplicate submissions while allowing users to resubmit if necessary.

Boosting conversion rates by 18% and expanding a user base

I. Project overview