Conveying value in an upsell flow

I worked closely with a product manager, product marketing manager, and designer to update the introductory screen in a membership upsell flow to better convey the value of the program to users.

At a Glance

Problem

Few users who landed on a membership upsell page after clicking on a house ad were continuing on to the next step in the funnel (signing up for the program).

Solution

Focus content on a tangible user benefit, make the copy easier to scan, and incorporate the membership name more directly.

Results

Click-through rate increased 46% and sign-ups increased 19% with the updated copy and design.

More About the Work

I'm happy to discuss the content strategy and design process in more depth during a phone call.