Boost conversions by 47% with Web Redesign
Fail Better Training helps athletes and coaches enhance their mental performance, yet only a few reach out. By redesigning the whole website to better align with the audience's needs, the number of new clients doubled.
My Role: UX/UI Design Intern August 2023 - August 2024
Team: Founder, Consultant, Coach, Front-end Developer
Tools: Figma, Photoshop, Premiere Pro, Blender, Kajabi
Overview
First Impressions are Costly
For small businesses, every visitor matters. If the site doesn’t immediately show how it meets their needs, they leave – not for lack of value, but because the website failed to communicate it clearly.
Problems
Why aren’t users reaching out?
1) Low user engagement
2) Users have difficulty finding each service
3) Services are vague.
Solutions
1) Enhance visual and mobile layouts, so it’s convenient and compelling.
2) Declutter navigation, so it’s easy to find. Categorize content, so it’s easy to understand.
3) Use clear copywriting and create a user onboarding flow, so it’s easy to see the value.
Discover Problems
Market & User Research
First, I review competitors' websites to understand the sports psychology industry and gather user feedback to accurately meet the target audience’s needs.
Problem #1
Low Engagement
Dynamic Design
Users said the original design was too corporate and minimal. To increase user engagement, the new design must be compelling and reflective of sports.
Simplify Forms
To maintain a user’s interest without implying commitment, the contact form should be simple and concise.
Mobile-Friendly Design
Because most people arrive on the website through referrals and online funnels, the design must be convenient and seamless across devices.
Results
23 redesigned pages led to
47%
Increase in Conversion Rate
16%
Increase in Opt-in Rate
31%
Increase in Subscrption Rate
Problem #2
Difficulty Finding Services
A/B Testing
To help users remember services, should the home page reflect the navigation bar, or should it categorize services? I compare the users’ feedback on these 2 designs.
Solution 1: Declutter Navigation
This will make it easy to remember and find things.
Solution 2: Categorize
New users are unfamiliar with 'RESET', so they need plain, descriptive categories.
Results
25%
Increase in Content Understanding
9%
Increase in Navigation Confidence
Problem #3
Vague Services
Narrow Target Audience for User Testing
The question “who is this for?” kept arising from users, so we decide to narrow the audience. When aiming too broad, there's a risk of not addressing specific needs.
Moderated User Testing
To assess content comprehension, I conduct 45-minute moderated sessions with anonymous users, targeting the newcomer, sports-oriented audience.
Solution 1: Be Clear as Possible
With the new design, all users correctly identified the service, compared to only 13% with the original.
100%
of users correctly identified the service with the new design.
Solution 2: Emphasize Specificity & Value
New users are hesitant to reach out because they need specifics, results, a free-to-paid service flow to realize the value, so I create an onboarding user flow.
Conclusion
Research & understanding the business are critical
I learned that a thorough research plan is crucial for uncovering key feedback; without it, I wouldn't have realized that ALL users questioned the value of the services. Additionally, understanding a business's services and goals before starting the design is vital, as user clarity begins with my own understanding.
A quote from Ashley Kuchar, the founder:
”As a small business owner, navigating website design and user experience can be overwhelming. Valerie’s exceptional design skills consistently deliver results that resonate with our audience. Her receptiveness to feedback, coupled with her excellent communication and proactive approach to solving challenges, has made our collaboration seamless.”