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.
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.
Treatment A
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
Treatment A
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
Treatment A
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
Treatment A
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
Treatment A
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
Treatment A
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
Treatment A
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
Treatment A
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
0%Account
Creation0%Viewed Email
OTP Screen-0%Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
Treatment A
Account
Creation
Viewed Email
OTP Screen
Signups
Changes:
Moved the product shot to the right and the redesigned signup form to the left.
Increased the size and prominence of the product shot.
Outcome: Despite positive interaction metrics, the overall signup rate decreased significantly compared to the control.
Treatment B
Account
Creation
Viewed Email
OTP Screen
Signups
Changes:
Same setup as Treatment A with two additional elements:
An animated product shot to enhance engagement.
Social proof below the signup form.
Outcome: Smaller signup rate decrease (not statistically significant) compared to the control.
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.
Control
Control
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.
Control
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.
Control
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.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.
Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
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.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
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.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
Attractiveness Analysis
To measure the success of the redesign, I used attractiveness analysis—assessing how visually appealing and engaging each element was for users. This helped determine whether the updated layout effectively captured and retained their interest.
Before the Redesign
The original hero section prioritized an embedded signup form, overshadowing the product shot. While functional, it didn’t draw users into the product visuals, reducing the overall appeal of the hero section.Engagement Rate Analysis
To gauge the redesign’s effectiveness, I analyzed engagement rates—tracking how users interacted with core elements on the page before and after the update. This metric revealed whether the new layout successfully captured user interest and encouraged deeper interaction.
Before the Redesign: While the original hero section’s embedded signup form had a high click rate, the product shot and other key information saw minimal engagement. This indicated that users were focused on signing up but missing valuable details about the product.
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.
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
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
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