Help first-time users unlock Perlego’s value faster
Help first-time users unlock Perlego’s value faster
Help first-time users unlock Perlego’s value faster
Ran an A/B test that reduced the value communication gap in the sign-up flow, boosted user confidence, and increased trial-to-paid conversion
Ran an A/B test that reduced the value communication gap in the sign-up flow, boosted user confidence, and increased trial-to-paid conversion
Role & Responsibilities
Identified sign-up drop-off
Understood user expectation
Identified value communication gaps
Collaborated cross-functionally
Aligned design with business
Aligned designs with user expectation
Explored and iterated on design solutions
Ran A/B test and measured conversion rate
Identified sign-up drop-off
Understood user expectation
Identified value communication gaps
Collaborated cross-functionally
Aligned design with business
Aligned designs with user expectation
Explored and iterated on design solutions
Ran A/B test and measured conversion rate
Outcome
Increased Perlego's conversion rate by 8.02%
Resulted in £108,000 increase in annual revenue
Reduced time to value
Increased Perlego's conversion rate by 8.02%
Resulted in £108,000 increase in annual revenue
Reduced time to value
Background
Background
Background
Drive more paid subscriptions from organic book page traffic
Drive more paid subscriptions from organic book page traffic
Drive more paid subscriptions from organic book page traffic
Drive more paid subscriptions from organic book page traffic
Perlego is an online subscription-based academic library offering unlimited access to over 1 million academic and professional eBooks. Our target users were students and individual learners who often landed on specific book pages via search engines while looking for book titles and PDFs.
As the Growth Product Designer, I collaborated with a cross-functional team comprising a Product Manager, software engineers, and marketing specialists. The business goal was to increase the conversion rate from account creation to paid subscription, and my role encompassed research, hypothesis formulation, design ideas and experiments.
Perlego is an online subscription-based academic library offering unlimited access to over 1 million academic and professional eBooks. Our target users were students and individual learners who often landed on specific book pages via search engines while looking for book titles and PDFs.
As the Growth Product Designer, I collaborated with a cross-functional team comprising a Product Manager, software engineers, and marketing specialists. The business goal was to increase the conversion rate from account creation to paid subscription, and my role encompassed research, hypothesis formulation, design ideas and experiments.
Perlego is an online subscription-based academic library offering unlimited access to over 1 million academic and professional eBooks. Our target users were students and individual learners who often landed on specific book pages via search engines while looking for book titles and PDFs.
As the Growth Product Designer, I collaborated with a cross-functional team comprising a Product Manager, software engineers, and marketing specialists. The business goal was to increase the conversion rate from account creation to paid subscription, and my role encompassed research, hypothesis formulation, design ideas and experiments.
Problem
Problem
Users dropped off because value wasn’t clear
Users dropped off because value wasn’t clear
Users dropped off because value wasn’t clear
Users dropped off because value wasn’t clear
I mapped the actual end-to-end experience from a user’s first touchpoint (Google search) through to payment.
95% of traffic arrived directly on book pages and proceeded to create accounts
There was a significant drop-off before subscription.
I seek answer to key questions and discovered:
Users weren’t just bouncing. They were confused.
The issue was a value communication gap
They came to read the book and we’ve attracted the right traffic but failed to show them why Perlego is worth paying for.
“How might we clearly communicate Perlego’s long-term value to first-time users before they hit the checkout?”
I mapped the actual end-to-end experience from a user’s first touchpoint (Google search) through to payment.
95% of traffic arrived directly on book pages and proceeded to create accounts
There was a significant drop-off before subscription.
I seek answer to key questions and discovered:
Users weren’t just bouncing. They were confused.
The issue was a value communication gap
They came to read the book and we’ve attracted the right traffic but failed to show them why Perlego is worth paying for.
“How might we clearly communicate Perlego’s long-term value to first-time users before they hit the checkout?”
I mapped the actual end-to-end experience from a user’s first touchpoint (Google search) through to payment.
95% of traffic arrived directly on book pages and proceeded to create accounts
There was a significant drop-off before subscription.
I seek answer to key questions and discovered:
Users weren’t just bouncing. They were confused.
The issue was a value communication gap
They came to read the book and we’ve attracted the right traffic but failed to show them why Perlego is worth paying for.
“How might we clearly communicate Perlego’s long-term value to first-time users before they hit the checkout?”
Approach
Approach
Run an experiment with showing value propositions in the sign-up flow
Run an experiment with showing value propositions in the sign-up flow
Run an experiment with showing value propositions in the sign-up flow
Run an experiment with showing value propositions in the sign-up flow
So this is the hypothesis I wrote
We can significantly improve conversions by educating users about Perlego's value during the sign-up flow where we saw a drop-off because this will increase user confidence and encourage more users to subscribe.
Previously we explored
- Add subtle banners or in-page nudges
- Show related books, popular topics
- Personalized onboarding—e.g. showing the book preview they just visited.
Now we explore
Integrating key value propositions directly into the sign-up process and highlighted 5 of Perlego's most frequently used features.
So this is the hypothesis I wrote
We can significantly improve conversions by educating users about Perlego's value during the sign-up flow where we saw a drop-off because this will increase user confidence and encourage more users to subscribe.
Previously we explored
- Add subtle banners or in-page nudges
- Show related books, popular topics
- Personalized onboarding—e.g. showing the book preview they just visited.
Now we explore
Integrating key value propositions directly into the sign-up process and highlighted 5 of Perlego's most frequently used features.
01
01
Highlight multiple key features
Highlight multiple key features
Highlight multiple key features
Highlight multiple key features
To effectively communicate Perlego's values, I must determine which specific values resonate most with users.
Feature usage data gave me all the most valued features
38% used Keyword search
28% used Bookmark
25% used Highlight
22% used Adjust the text size
18% used Adjust the background
To effectively communicate Perlego's values, I must determine which specific values resonate most with users.
Feature usage data gave me all the most valued features
38% used Keyword search
28% used Bookmark
25% used Highlight
22% used Adjust the text size
18% used Adjust the background
To effectively communicate Perlego's values, I must determine which specific values resonate most with users.
Feature usage data gave me all the most valued features
38% used Keyword search
28% used Bookmark
25% used Highlight
22% used Adjust the text size
18% used Adjust the background
02
02
Make the product’s value visible in the sign-up flow
Make the product’s value visible in the sign-up flow
Make the product’s value visible in the sign-up flow
Make the product’s value visible in the sign-up flow
To solve this, we embedded product key features that has provided the value into the sign-up experience. I designed a lightweight step in the sign up flow that introduced Perlego’s most valued features.
Each screen answered a key user question:
What do I get with a subscription?
How is this better than downloading a free PDF?
To solve this, we embedded product key features that has provided the value into the sign-up experience. I designed a lightweight step in the sign up flow that introduced Perlego’s most valued features.
Each screen answered a key user question:
What do I get with a subscription?
How is this better than downloading a free PDF?
03
03
Optimise design for mobile
Optimise design for mobile
Optimise design for mobile
Optimise design for mobile
We conducted experiments on both website and mobile web to ensure optimal user experience across all devices.
This allows us to observe how mobile users respond to make informed decisions about rollout.
Due to the limited screen space on mobile devices, presenting all features effectively was a challenge. I selected the right-side option because
It maximizes visibility of features without excessive scrolling.
It eliminates the need for feature prioritization.
It shows more features at one glance.
We conducted experiments on both website and mobile web to ensure optimal user experience across all devices.
This allows us to observe how mobile users respond to make informed decisions about rollout.
Due to the limited screen space on mobile devices, presenting all features effectively was a challenge. I selected the right-side option because
It maximizes visibility of features without excessive scrolling.
It eliminates the need for feature prioritization.
It shows more features at one glance.
We conducted experiments on both website and mobile web to ensure optimal user experience across all devices.
This allows us to observe how mobile users respond to make informed decisions about rollout.
Due to the limited screen space on mobile devices, presenting all features effectively was a challenge. I selected the right-side option because
It maximizes visibility of features without excessive scrolling.
It eliminates the need for feature prioritization.
It shows more features at one glance.
Outcome & Impact
Outcome & Impact
+8% conversion lift that generates £310K+ in annual revenue
+8% conversion lift that generates £310K+ in annual revenue
+8% conversion lift that generates £310K+ in annual revenue
+8% conversion lift that generates £310K+ in annual revenue
The final solution was an enhanced sign-up flow that effectively communicated Perlego's core features and value propositions. After implementation, we observed
an 8.02% increase in the monthly subscription rate, translating to an additional £310,800 in annualized revenue.
This significant improvement validated our hypothesis that better communication of value during the sign-up process would enhance conversions.
The final solution was an enhanced sign-up flow that effectively communicated Perlego's core features and value propositions. After implementation, we observed
an 8.02% increase in the monthly subscription rate, translating to an additional £310,800 in annualized revenue.
This significant improvement validated our hypothesis that better communication of value during the sign-up process would enhance conversions.
The final solution was an enhanced sign-up flow that effectively communicated Perlego's core features and value propositions. After implementation, we observed
an 8.02% increase in the monthly subscription rate, translating to an additional £310,800 in annualized revenue.
This significant improvement validated our hypothesis that better communication of value during the sign-up process would enhance conversions.
