Increasing visits to the membership sign-up page by 58%

U.S. Soccer
‍Responsive Web
Overview

The U.S. Soccer Insiders program offered fans great benefits, but our website wasn’t converting users to members effectively. The redesign aimed to enhance CTA visibility, streamline the membership value story, and simplify perk comparisons across levels to ultimately increase membership.

My role:
→ UX Research
→UX Strategy
→ UX Design
→UI Design
→Prototyping
(01)

UX research helped identify problem areas and gave focus to our redesign

I conducted a heuristic review of the pages and used research and analytics to confirm the following opportunities areas:
→The main sign-up CTA fell far below the fold on most devices
→Membership level blocks were large, making it hard to compare benefits between levels
→Benefit descriptions were long and took too much time to understand
(02)

Establish goals

After the research, I summarized our key goals as:  
→Increase visability of sing-up buttons
→Tell a story of membership value in a more concise manner
→Allow users to more easily compare perks of different levels
(03)

Better promote the CTA to increase the number of visitors who clicked "sign-up" by page 58%

The new hero area offers an improved primary CTA experience by introducing logic-based buttons that change based on the user's status of being "logged in" or not.
→Increased the size of the signup CTA and placed it on the left side of the screen to follow the "F" pattern of curser interaction we saw from our screen recording software
→Number of visitors who clicked "sign-up" increased by 58%
→Number of visitors who viewed the first signup button increased from 70% to 92%
→Elevated three key short benefit facts above the fold
(04)

Making program information highly scannable and quickly understood

I looked to strike a balance of providing enough information to entice while not overloading users so much as to cause page exits.
→Smaller side-by-side tiles allowed users to quickly scan their options and compare levels
→Number of visitors who viewed the first signup button increased from 70% to 92%
(05)

Using benefit comparison to create "fomo" and decrease page exit rates

I displayed perks next to the user sign-up form to keep the value top of mind and lessen the abandonment of the sign-up flow.
→Created "Fomo" by displaying perks from the next level up that were not included in their current level
→Used a logic-based approach that gave a signup/login option that would allow marketing to send a single URL to users who may or may not be Insiders already (but would still work for Insiders who are both signed in or not signed in when visiting the page)
→Updates dramatically decrease the exit rates from these sign-up pages
(06)

The results

→Dramatically decrease the exit rates from Insider sign-up pages
→Increased the number of visitors who clicked "sign-up" by 58%
→Increased the number of visitors who viewed the first sign-up button from 70% to 92%