Constant Contact

38% Improvement in page completion rates with Schedule Page redesign

I redesigned the email schedule page for trial users, friction caused by unclear steps. The goal was to streamline the process, and make it easier for users to complete the necessary steps before sending their email.

The Problem

The Solution

Design decisions

THE PROBLEM

Trial users were frequently abandoning the email sending process at the schedule page, which was a key step in "activation", making them more likely to remain a user and convert to a paid plan.

Conversion rate

User attrition

THE SOLUTION

I redesigned the email schedule page for trial users, friction caused by unclear steps. The goal was to streamline the process, and make it easier for users to complete the necessary steps before sending their email.

THE OUTCOME

The redesign led to a 23% increase in conversions and reduced page attrition by 18%.

Conversion rate

User attrition

My role

As Lead UX Designer, I spearheaded the redesign to improve usability and page layout, working closely with 3 developers, a product manager, content writer, and UX researcher.

Identifying the problem

As Lead UX Designer, I spearheaded the redesign to improve usability and page layout, working closely with 3 developers, a product manager, content writer, and UX researcher.

Identifying the problem

Data analysis showed that users who completed the email sending process during their trial were 80% more likely to convert to paid users. However, a large number of trial users were dropping off at the schedule page, indicating that this step was a major barrier to activation.

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Takeaways

This project highlighted the importance of reducing friction in critical user flows, especially for new users. The experience underscored the value of clear hierarchy, intuitive design, and effective communication in improving user experience and driving conversions. Collaboration with a cross-functional team was essential to achieving these outcomes.