Creating New Steps
Improve the design and functionality to increase engagement and drive sign-ups
Intro
Creating New Steps (CNS) is a platform dedicated to helping individuals and organizations manage stress and prevent burnout through evidence-based solutions. CNS offers various resources, including workshops, challenges, and personalized guidance, to empower people in making positive changes for their mental well-being. However, the existing lead magnet landing page lacked engagement and interactivity, limiting its ability to convert visitors into participants for CNS’s offerings. The goal of this project was to redesign the landing page, enhancing its functionality and appeal to drive sign-ups and increase participation in CNS’s 5-day reset challenge and other workshops.
Timeline
Problem
Creating New Steps (CNS) aims to provide evidence-based solutions to individuals and organizations dealing with stress and burnout. However, the existing lead magnet landing page is inefficient at capturing potential sign-ups and lacks the interactivity needed to attract and retain users. The challenge is to improve the design and functionality of the landing page to increase engagement and drive sign-ups for CNS’s online workshops.
Approach
To tackle this problem, our approach focused on creating a more engaging and interactive experience for users. The process involved:
User Research: We conducted a content audit and competitive analysis to identify gaps in the current lead magnet page and to understand user pain points. Based on these insights, we identified key areas for improvement, such as enhancing content flow and adding interactive features.
Interactive Feature Development: We introduced an interactive burnout test, allowing users to discover their stress levels and receive personalized recommendations. This feature not only educates users but also motivates them to sign up for CNS’s workshops.
Personas and User Journeys: To ensure the solution was user-focused, we developed personas that represented CNS’s target users and created user journeys to guide the design process. These insights helped in crafting an empathetic and supportive experience tailored to users' needs.
Solution
Improved Landing Page Design: The new lead magnet landing page incorporates a clear and structured content flow, with relevant calls-to-action (CTA) placed strategically throughout. The previous wall of text has been replaced with a more digestible format to enhance readability.
Interactive Burnout Test: We developed a simple yet engaging burnout test, which not only attracts users but also educates them on different types of burnout. The test results provide personalized action steps and a direct invitation to CNS’s 5-day reset challenge.
Clear and Supportive Tone of Voice: The content on the page is designed to be empathetic, supportive, and warm. This aligns with CNS’s goal of providing a safe space for individuals to seek help and find solutions for their stress and burnout issues.
Mobile-Optimized Design: The website is fully optimized for mobile devices, ensuring that users have a seamless experience whether they access the site on desktop or mobile.
Conclusion
Our solution for CNS not only improves the efficiency of their lead magnet page but also transforms it into an engaging and interactive platform that drives sign-ups. By focusing on user experience, we were able to create a personalized and supportive journey for users, helping CNS connect with their audience more effectively and achieve their goal of promoting mental wellness.
