When Clicks Don’t Convert: What We Learned
When Clicks Don’t Convert: What We Learned
Redesigned Jira’s Paid Product Tour hero to improve clarity and conversions. The new layout drove more top-of-funnel engagement, but revealed a key insight: clicks alone don’t guarantee signups.
Design Process
Design Process
1. Audit
Reviewed analytics and heatmaps, saw users clicking hero CTAs but dropping later in the funnel.
Identified that the static screenshot + signup form combo was competing for attention and misaligned expectations.
1. Audit
Reviewed analytics and heatmaps, saw users clicking hero CTAs but dropping later in the funnel.
Identified that the static screenshot + signup form combo was competing for attention and misaligned expectations.
Design Process
1. Audit
Reviewed analytics and heatmaps, saw users clicking hero CTAs but dropping later in the funnel.
Identified that the static screenshot + signup form combo was competing for attention and misaligned expectations.
Project Constraints
Project Constraints
Heatmap overlay + event funnels to locate drop-offs.
Two hero variants: (A) form-first (control) vs (B) value-first with product centerpiece.
Copy audit to reduce cognitive load (fewer fields, crisp promise).
Heatmap overlay + event funnels to locate drop-offs.
Two hero variants: (A) form-first (control) vs (B) value-first with product centerpiece.
Copy audit to reduce cognitive load (fewer fields, crisp promise).
Project Constraints
Heatmap overlay + event funnels to locate drop-offs.
Two hero variants: (A) form-first (control) vs (B) value-first with product centerpiece.
Copy audit to reduce cognitive load (fewer fields, crisp promise).
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
2. Wireframes
Explored layout variations to separate the signup form from the product shot and highlight value props.
Partnered with Content Design to refine messaging hierarchy and tested multiple hero arrangements.
2. Wireframes
Explored layout variations to separate the signup form from the product shot and highlight value props.
Partnered with Content Design to refine messaging hierarchy and tested multiple hero arrangements.
Process
2. Wireframes
Explored layout variations to separate the signup form from the product shot and highlight value props.
Partnered with Content Design to refine messaging hierarchy and tested multiple hero arrangements.
More Works More Works
More Works More Works
©2024 MANDRO DESIGN
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©2024 MANDRO DESIGN
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