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.
Product
Jira Software
What I did
Product Design
My role
Deign lead
Time line
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.
Product
Jira Software
What I did
Product Design
My role
Deign lead
Time line
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.
Product
Jira Software
What I did
Product Design
My role
Deign lead
Time line
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.
Product
Jira Software
What I did
Product Design
My role
Deign lead
Time line
The Why
The Why
Atlassian invested heavily in paid ads to drive traffic to Jira’s Product Tour page, but conversions stayed low. The existing hero paired a static product screenshot with an embedded signup form—drawing clicks, but not commitment. Building on insights from our earlier interactive demo experiment, we tested whether reordering the layout and refining visuals could improve signup quality.
Atlassian invested heavily in paid ads to drive traffic to Jira’s Product Tour page, but conversions stayed low. The existing hero paired a static product screenshot with an embedded signup form—drawing clicks, but not commitment. Building on insights from our earlier interactive demo experiment, we tested whether reordering the layout and refining visuals could improve signup quality.
The Why
Atlassian invested heavily in paid ads to drive traffic to Jira’s Product Tour page, but conversions stayed low. The existing hero paired a static product screenshot with an embedded signup form—drawing clicks, but not commitment. Building on insights from our earlier interactive demo experiment, we tested whether reordering the layout and refining visuals could improve signup quality.
Project Constraints
Project Constraints
This experiment ran on a high-spend marketing funnel, so changes needed to be lightweight, reversible, and data-driven. With limited engineering bandwidth, the scope was constrained to redesigning the hero section using existing design patterns, while carefully monitoring conversion metrics to minimize risk.
This experiment ran on a high-spend marketing funnel, so changes needed to be lightweight, reversible, and data-driven. With limited engineering bandwidth, the scope was constrained to redesigning the hero section using existing design patterns, while carefully monitoring conversion metrics to minimize risk.
Six-week timeline
Six-week timeline to design, build, and launch.
Experiment only
Experiment only—couldn't invest in a full 0→1 product, but validated insights.
Design system patterns
Reused for speed, added custom components where needed.
This experiment ran on a high-spend marketing funnel, so changes needed to be lightweight, reversible, and data-driven. With limited engineering bandwidth, the scope was constrained to redesigning the hero section using existing design patterns, while carefully monitoring conversion metrics to minimize risk.
This experiment ran on a high-spend marketing funnel, so changes needed to be lightweight, reversible, and data-driven. With limited engineering bandwidth, the scope was constrained to redesigning the hero section using existing design patterns, while carefully monitoring conversion metrics to minimize risk.
Six-week timeline
Six-week timeline to design, build, and launch.
Experiment only
Experiment only—couldn't invest in a full 0→1 product, but validated insights.
Design system patterns
Reused for speed, added custom components where needed.
Project Constraints
This experiment ran on a high-spend marketing funnel, so changes needed to be lightweight, reversible, and data-driven. With limited engineering bandwidth, the scope was constrained to redesigning the hero section using existing design patterns, while carefully monitoring conversion metrics to minimize risk.
This experiment ran on a high-spend marketing funnel, so changes needed to be lightweight, reversible, and data-driven. With limited engineering bandwidth, the scope was constrained to redesigning the hero section using existing design patterns, while carefully monitoring conversion metrics to minimize risk.
Six-week timeline
Six-week timeline to design, build, and launch.
Experiment only
Experiment only—couldn't invest in a full 0→1 product, but validated insights.
Design system patterns
Reused for speed, added custom components where needed.
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).
Wireframes
Grayscale layouts in Figma tested board structure; feedback pushed us toward a cleaner, streamlined version.
Wireframes
Grayscale layouts in Figma tested board structure; feedback pushed us toward a cleaner, streamlined version.
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.
Lessons learned from experiment to improve user engagement
Target Audience
30% of participants were existing, logged-in users—outside our intended cohort—diluting the results.
Future tests will target only "new-to-new" users to ensure relevance and clear impact.
Experiment Visibility
Our demo sat below the fold, so only 37% of users ever saw it—limiting its impact.
Position interactive elements above the fold to ensure they reach and engage the majority of visitors.
Data Dilution
Exposure fired on page load—counting users who never engaged and skewing our metrics.
Trigger exposure only after a user interacts with the demo to capture true engagement.
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.
Lessons learned from experiment to improve user engagement
Target Audience
30% of participants were existing, logged-in users—outside our intended cohort—diluting the results.
Future tests will target only "new-to-new" users to ensure relevance and clear impact.
Experiment Visibility
Our demo sat below the fold, so only 37% of users ever saw it—limiting its impact.
Position interactive elements above the fold to ensure they reach and engage the majority of visitors.
Data Dilution
Exposure fired on page load—counting users who never engaged and skewing our metrics.
Trigger exposure only after a user interacts with the demo to capture true engagement.
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.
Lessons learned from experiment to improve user engagement
Target Audience
30% of participants were existing, logged-in users—outside our intended cohort—diluting the results.
Future tests will target only "new-to-new" users to ensure relevance and clear impact.
Experiment Visibility
Our demo sat below the fold, so only 37% of users ever saw it—limiting its impact.
Position interactive elements above the fold to ensure they reach and engage the majority of visitors.
Data Dilution
Exposure fired on page load—counting users who never engaged and skewing our metrics.
Trigger exposure only after a user interacts with the demo to capture true engagement.
Lessons learned from experiment to improve user engagement
Target Audience
30% of participants were existing, logged-in users—outside our intended cohort—diluting the results.
Future tests will target only "new-to-new" users to ensure relevance and clear impact.
Experiment Visibility
Our demo sat below the fold, so only 37% of users ever saw it—limiting its impact.
Position interactive elements above the fold to ensure they reach and engage visitors.
Data Dilution
Exposure fired on page load—counting users who never engaged and skewing our metrics.
Trigger exposure only after a user interacts with the demo to capture true engagement.
Final Design
Key Design Changes:
Redesigned Signup Form: Made it compact to free up space in the hero section.
Larger Product Shot: Enhanced product visualization with an animated product shot, highlighting key features.
Interactive Components: Included dynamic elements like social proof to increase engagement.
Addressing User Pain Points:
Reduced the dominance of the signup form to present product values more clearly.
Improved the balance of information and visuals, aligning user needs with business objectives.
Final Design
Key Design Changes:
Redesigned Signup Form: Made it compact to free up space in the hero section.
Larger Product Shot: Enhanced product visualization with an animated product shot, highlighting key features.
Interactive Components: Included dynamic elements like social proof to increase engagement.
Addressing User Pain Points:
Reduced the dominance of the signup form to present product values more clearly.
Improved the balance of information and visuals, aligning user needs with business objectives.
Final Design
Key Design Changes:
Redesigned Signup Form: Made it compact to free up space in the hero section.
Larger Product Shot: Enhanced product visualization with an animated product shot, highlighting key features.
Interactive Components: Included dynamic elements like social proof to increase engagement.
Addressing User Pain Points:
Reduced the dominance of the signup form to present product values more clearly.
Improved the balance of information and visuals, aligning user needs with business objectives.
Final Design
Key Design Changes:
Redesigned Signup Form: Made it compact to free up space in the hero section.
Larger Product Shot: Enhanced product visualization with an animated product shot, highlighting key features.
Interactive Components: Included dynamic elements like social proof to increase engagement.
Addressing User Pain Points:
Reduced the dominance of the signup form to present product values more clearly.
Improved the balance of information and visuals, aligning user needs with business objectives.
Reflection
Learnings:
A visually engaging and balanced hero section can attract users and encourage initial interaction.
Improving the middle and bottom funnel experiences is crucial to converting initial engagement into completed signups.
Next Steps:
Enhance the "Name Your Site" experience to reduce drop-offs and align top-of-funnel improvements with overall conversion goals.
Combine insights from Treatments A and B to refine the hero section further.
Reflection
Learnings:
A visually engaging and balanced hero section can attract users and encourage initial interaction.
Improving the middle and bottom funnel experiences is crucial to converting initial engagement into completed signups.
Next Steps:
Enhance the "Name Your Site" experience to reduce drop-offs and align top-of-funnel improvements with overall conversion goals.
Combine insights from Treatments A and B to refine the hero section further.
Reflection
Learnings:
A visually engaging and balanced hero section can attract users and encourage initial interaction.
Improving the middle and bottom funnel experiences is crucial to converting initial engagement into completed signups.
Next Steps:
Enhance the "Name Your Site" experience to reduce drop-offs and align top-of-funnel improvements with overall conversion goals.
Combine insights from Treatments A and B to refine the hero section further.
More Works More Works
More Works More Works
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