Improving the Video Page to Sign-up Rate

Role : Research + Product Design + Prototype + UI Design

Relive is an app dedicated to outdoor activities and motivating people to get out there. Besides helping active people to track their activities within the app and stay connected with their friends, Relive offers a 3D animated video of each activity which is worth sharing and key element of marketing loop in their Growth engine.

Problem Discovery

Many users who view a shared Relive 3D video may bounce from the page without further engagement. The goal is to identify and address user pain points on this page, ensuring that first-time visitors understand Relive’s value and are motivated to join. This would support Relive’s growth loop by turning viewers into active users.


In other words, the end goal is to increase the conversion rate of visitors landing on a Relive video page, encouraging them to sign up or download the app.



Benchmarking

I did a broad research on both direct and indirect competitors to have a overview of their strength and weaknesses in the same scenario. I clustered their CTAs and pop up into these categories:

  • 1. Emphasise on socialising
  • 2. Value of app (features)
  • 3. Social proof
  • 4. Pricing

Then I did the same study with Relive’s current approach to find room for improvement and learn from the good studies in it.

User Persona

In this case study, the assumptions were:

  • 1. The users in this scenario are middle aged (late 30s,40s) outdoor lovers.
  • 2. They have never heard of Relive and have limited context of the page they have landed on.
  • 3. They have never seen a Relive 3D video before.
  • 4. They will watch the video and leave the page.
  • 5. They have no idea how big Relive community is.
  • 6. Most users view the video page on Mobile device.

Based on these information, I created a representive Persona to help me focus on the User journey