Redesign Experiment
Redesign Experiment
This case study focuses on revitalizing the hero section and outlines how the Jira Software Paid Product Tour page was redesigned to better engage users and drive more signups.
Client
Jira Software
Year
Product Design
Category
Deign lead
Live Project
Visit Site
Impact
Impact
Did the experiment work?
Yes and no—the results were mixed. Treatment B showed no increase in signups, while Treatment A actually led to a statistically significant decrease. However, we observed a notable uplift in email account creations, site naming screen visits, and OTP screen visits, indicating positive engagement in certain areas.
Did the experiment work?
Yes and no—the results were mixed. Treatment B showed no increase in signups, while Treatment A actually led to a statistically significant decrease. However, we observed a notable uplift in email account creations, site naming screen visits, and OTP screen visits, indicating positive engagement in certain areas.
Impact
Did the experiment work?
Yes and no—the results were mixed. Treatment B showed no increase in signups, while Treatment A actually led to a statistically significant decrease. However, we observed a notable uplift in email account creations, site naming screen visits, and OTP screen visits, indicating positive engagement in certain areas.
Context
Context
With over 80% of desktop visits driven by paid searches—and a 5.1% conversion rate—the Jira Software Paid Product Tour page relied on its hero section to convert users.
Yet, prioritizing the signup form over value communication left visitors unsure how Jira Software could help them, reducing both engagement and conversions. The experiment aimed to showcase the product’s benefits and maintain or enhance signup performance.
With over 80% of desktop visits driven by paid searches—and a 5.1% conversion rate—the Jira Software Paid Product Tour page relied on its hero section to convert users.
Yet, prioritizing the signup form over value communication left visitors unsure how Jira Software could help them, reducing both engagement and conversions. The experiment aimed to showcase the product’s benefits and maintain or enhance signup performance.
Context
With over 80% of desktop visits driven by paid searches—and a 5.1% conversion rate—the Jira Software Paid Product Tour page relied on its hero section to convert users.
Yet, prioritizing the signup form over value communication left visitors unsure how Jira Software could help them, reducing both engagement and conversions. The experiment aimed to showcase the product’s benefits and maintain or enhance signup performance.
What we learned
What we learned
Early Success Did Not Translate to Final Conversions
Despite strong performance in early metrics, both treatments saw a drop in overall signup rates compared to the control:
Treatment A:
A significant decline in signup rates, indicating that while users engaged with the redesigned elements, they struggled to complete the process.
Treatment B:
A smaller, statistically insignificant drop in signup rates, hinting at a more balanced design but still failing to achieve a net positive impact.
Early Success Did Not Translate to Final Conversions
Despite strong performance in early metrics, both treatments saw a drop in overall signup rates compared to the control:
Treatment A:
A significant decline in signup rates, indicating that while users engaged with the redesigned elements, they struggled to complete the process.
Treatment B:
A smaller, statistically insignificant drop in signup rates, hinting at a more balanced design but still failing to achieve a net positive impact.
What we learned
Early Success Did Not Translate to Final Conversions
Despite strong performance in early metrics, both treatments saw a drop in overall signup rates compared to the control:
Treatment A:
A significant decline in signup rates, indicating that while users engaged with the redesigned elements, they struggled to complete the process.
Treatment B:
A smaller, statistically insignificant drop in signup rates, hinting at a more balanced design but still failing to achieve a net positive impact.
Process
Process
Research and Competitive Analysis
Competitive Layout Analysis:
Studied hero sections of competitor pages to understand effective arrangements of product shots and signup forms.
Heatmap Analysis:
Engagement Rate: Measured how well users interacted with site elements to assess intuitiveness.
Exposure Rate: Analyzed scroll depth to evaluate how much of the hero section users viewed.
Attractiveness Rate: Measured the percentage of visitors who clicked on an element after exposure.
Click Rate: Assessed user interaction with specific elements, identifying the most attention-grabbing and underperforming areas.
Design Process
Ideation: Brainstormed ways to balance the signup form and product shot to align user needs with business goals.
Wireframes and Prototyping:
Created wireframes for different layouts and prototyped interactive elements like an animated product shot.
Research and Competitive Analysis
Competitive Layout Analysis:
Studied hero sections of competitor pages to understand effective arrangements of product shots and signup forms.
Heatmap Analysis:
Engagement Rate: Measured how well users interacted with site elements to assess intuitiveness.
Exposure Rate: Analyzed scroll depth to evaluate how much of the hero section users viewed.
Attractiveness Rate: Measured the percentage of visitors who clicked on an element after exposure.
Click Rate: Assessed user interaction with specific elements, identifying the most attention-grabbing and underperforming areas.
Design Process
Ideation: Brainstormed ways to balance the signup form and product shot to align user needs with business goals.
Wireframes and Prototyping:
Created wireframes for different layouts and prototyped interactive elements like an animated product shot.
Process
Research and Competitive Analysis
Competitive Layout Analysis:
Studied hero sections of competitor pages to understand effective arrangements of product shots and signup forms.
Heatmap Analysis:
Engagement Rate: Measured how well users interacted with site elements to assess intuitiveness.
Exposure Rate: Analyzed scroll depth to evaluate how much of the hero section users viewed.
Attractiveness Rate: Measured the percentage of visitors who clicked on an element after exposure.
Click Rate: Assessed user interaction with specific elements, identifying the most attention-grabbing and underperforming areas.
Design Process
Ideation: Brainstormed ways to balance the signup form and product shot to align user needs with business goals.
Wireframes and Prototyping:
Created wireframes for different layouts and prototyped interactive elements like an animated product shot.
More Works More Works
More Works More Works
Platform
Webpage Redesign
2023
2023
Platform
Webpage Redesign
2023
2023
Platform
Webpage Redesign
2023
2023
Platform
Webpage Redesign
2023
2023
Jira Software
Interactive Experiment
2023
2023
Jira Software
Interactive Experiment
2023
2023
Jira Software
Interactive Experiment
2023
2023
Jira Software
Interactive Experiment
2023
2023
©2024 MANDRO DESIGN
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©2024 MANDRO DESIGN
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