Analysis of the existing page revealed several key issues:
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🎯 Low conversion rate

The CTA click-through rate was only 0.64%
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🎯 Confusing information architecture

Important information was scattered and didn't effectively convey product value
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🎯 Price model misunderstandings

Customer service frequently received cancellations from parents who didn't realize it was a subscription service
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🎯 Visual presentation issues

Brand colors were too vibrant, affecting text readability

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🎯 Lack of social proof

Not enough testimonials to build trust

I used multiple research methods to understand issues and find solutions:
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✅ Identified where users interacted most and where they abandoned the page‍

✅ User flow analysis: Tracked complete user journeys to find friction points

✅ Competitive research: Analyzed similar products (online learning platforms and counseling services) focusing on:

1. Pricing presentation
2. Use of testimonials
3. Content structure
4. CTA design and placement

Based on research findings, I developed key design strategies:
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1. Optimized above-the-fold experience:
   • Ensured main copy, CTA button, and hero image fit within the first screen on mobile
   • Simplified headline to directly communicate core value
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2. Enhanced content structure:
   • Designed three-step cards explaining the product process
   • Optimized FAQ section based on most frequent user questions
   • Added testimonial section to build social proof
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3. Clear pricing presentation:
   • Redesigned pricing section to clearly indicate subscription service
   • Detailed what's included and payment frequency
   • Added FAQ links to address pricing concerns
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4. Improved visual design:
   • Adjusted brand color usage to ensure readability
   • Used warm illustrations and brush elements for friendly appeal
   • Ensured all UI elements worked well on mobile
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5. A/B testing strategy:
   • Tested different CTA copy, including urgency messaging
   • Tested various content structures and visual hierarchies

The project achieved significant success:
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1. Conversion improvement:
   • CTA click rate increased from 0.64% to 1.9%
   • Urgency messaging ("Few spots left") further increased click-through rates
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2. User experience improvements:
   • Users spent significantly more time on the three-step card section
   • Heatmap analysis showed more users scrolling to the bottom of the page
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3. Operational benefits:
   • Customer service reported fewer pricing-related inquiries
   • Subscription cancellations due to pricing misunderstandings decreased
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4. Insights gathered:
   • Identified most frequently viewed FAQ: "How do the online sessions work?"
   • This insight has been incorporated into future product marketing materials

💡 Use data to communicate design decisions to non-design stakeholders

💡 Consider the entire user journey beyond conversion metrics

💡 Small details (like clear subscription model explanations) can significantly impact overall user experience

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