Problem

1. Users were overwhelmed by information density and quantity on the homepage, causing them to ignore important content.
2. The brand's visual language no longer reflected the evolution of our users into a more sophisticated marketers that need advanced capabilities.

Objective

To refresh the homepage to align with our new features and create a clearer path to conversion for our increasingly sophisticated users.

Data-Driven Challenge

While user interviews, CSAT surveys, and stakeholder feedback suggested adding more information about features, my design intuition pointed in the opposite direction: Reducing cognitive load would improve information absorption and drive more users toward visiting the pricing page, and conversion.

Data-informed Approach

I implemented A/B testing to validate my hypothesis that "less is more." The experiments revealed that presenting streamlined information in an elegant format, with less jargon, significantly improved the user journey toward account creation.

Before & After Implementation

Homepage Structure

• Before: Text-heavy, 15,000+ pixels long with users rarely scrolling past 2,000 pixels. No clear CTAs. Very few users visiting the pricing page.

• After: Reduced length by 75% (4,000 pixels) with improved feature comprehension and clearer conversion paths. Lots of CTA pointing to the pricing page.

The Hero

• Before: Cluttered with multiple elements competing for attention
• After: Focused on core value proposition ("increasing revenue") with prominent CTA that saw significantly higher engagement

Featuring Key Capabilities

• Before: Comprehensive but overwhelming feature showcase
• After: Highlighted only high-converting features with concise copy, increasing scroll depth 20x beyond the previous 2,000-pixel threshold

Call to Action

• Before: Created uncertainty about next steps
• After: Previewed popular plan options, providing clarity about what users could expect

Customer service: Enterprise Support Strategy

• Before: Self-help documentation for all user tiers
• After: White-glove treatment connecting larger clients directly with agents for collaborative problem-solving

Trust signals

• Before: Heavy reliance on testimonials, certifications, and awards
• After: Leveraged Mailchimp's established market recognition as the most popular email marketing platform. While guiding users toward free plan options

New navigation

• Before: Complex navigation structure
• After: Streamlined to highlight features most relevant to potential customers and improved wayfinding.

Results

45% increase of traffic from homepage to pricing page within 1 month.

4% increase of account activation within 1 month.

This case study demonstrates how challenging conventional wisdom (folowing best practices) with strategic simplification can dramatically improve user engagement and conversion metrics.

More explorations

We wanted to include more "brand expression" inside the product, while at the same time explored what that new brand expression could look like for a more mature and sophisticated audience.