Redesign the Newsletter Signup Process: Achieving an 1818% Increase in Conversions

UX & UI Design

December 2023 - January 2024

[ REality Challenges ]

When Unclear Business Goals Complicate Design Prioritization

I was initially tasked with redesigning the entire website footer, but the project came with a set of vague and varied objectives:

  • Make the newsletter signup more prominent

  • Include a blurb about the 988 Suicide & Crisis Lifeline

  • Incorporate changes from a recent navigation redesign

  • Add a legal disclaimer at the bottom

^ Here’s what the footer looked like before the redesign

[ problem discovery ]

To better understand the project goals, I began by conducting UX evaluations and creating ideation mockups, rather than immediately seeking clarification

One of the key UX evaluations I conducted was tracking and analyzing the user journey to the final signup button. To my surprise, it required 12 clicks to complete the process. This excessive number of clicks was a significant drawback, likely contributing to user frustration and drop-off, and highlighted the urgent need for a more streamlined and intuitive signup experience.

[ ideation #1  ]

I created mockups with various elements and prioritizations to provide visual affordance, which helped facilitate discussions with stakeholders and clarify the business goals we aimed to achieve

Mockup #1

  • For the Newsletter Signup Design:
    1. Simplify the form to require only the user's email address.
    2. Use clear and compelling copy to inform users about what they can expect after providing their email address and clicking the "Subscribe" button.

  • The 988 Suicide & Crisis Lifeline:
    Incorporate information about the Lifeline into the "About TogetherWell" section. While we're not promoting it directly, it’s important to still share this crucial information.

Mockup #2

  • Prioritize the newsletter subscription with a straightforward copy message to capture users' attention.

Mockup #3

  • Given that increasing donations and gaining more paid members are major business goals based on past projects, should we make these elements more visible and easily accessible in the footer?

Mockup #4

  • Prioritize the newsletter subscription with a more engaging copy message.

  • Ensure the 988 Suicide & Crisis Lifeline message is prominently displayed, as it's crucial for those in need.

[ Initial discussion result ]

Creating these high-fidelity mockups facilitated effective discussions, resulting in valuable feedback from various stakeholders, including board members on element prioritization, the marketing team's subscription needs, and overall input from the UX/UI design team.

  • Emphasize both donation and subscription options.

  • Do not hide Crisis Disclaimer

  • Implement clear and easy subscription methods to increase sign-ups.

However, not all requests necessarily enhance the user experience. For example…

“We want more data than just an Email Address” - by email marketing team

The marketing team expressed a desire to collect more than just email addresses. They emphasized that personalized emails lead to higher open and click rates. Their ideal scenario would involve capturing the email address on the initial page and then using a pop-up to request additional information. Even if users don’t complete the additional fields, they could be entered into a follow-up email flow to gather the remaining details.

[ Understanding stakeholder's needs ]

Understanding the Importance of Data Segmentation

I initially felt helpless when I learned that gathering more user data was deemed essential, as it could complicate the signup process that was originally intended to be straightforward. However, I’m glad I scheduled a meeting with the marketing team to directly understand their needs and intentions. They explained that the data was crucial because the communication style and cadence needed to differ significantly between the Community and Therapists. Their ideal process involved sending segmented data to our email service provider, with email addresses tagged by group as a fundamental step in executing tailored marketing communication plans.

[ Ideation #2 ]

Design Iteration Mockups: Balancing User Experience and Business Goals

It’s preferable not to ask too many questions upfront. Building rapport with the audience before requesting additional personal information is key.
“By demonstrating the value of our newsletter and keeping subscribers engaged, we can ask for more information once trust has been established,” I suggested.

  • Required fields should be limited to the essentials, such as the email address and whether they are mental health experts.

  • If more information is needed to tailor messages, consider sending follow-up questions in later emails.

If we aim to gather additional user information, it's essential to clearly explain the reasons behind our request and emphasize the benefits it offers to the audience.
(However, this approach may not provide the best user experience, as it requires more of the user's time and effort.)

[ alignment achieved ]

It’s widely agreed that the simpler a form appears, the more likely users are to complete it.

[ Achievement & Final design ]

Redesign Success: Sustained Growth in Newsletter Subscriptions with 1818% Initial Increase

The redesigned newsletter signup process successfully drove engagement and captured user interest, leading to a sustained improvement in subscription rates.

  1. In the first month after implementing the new signup process, there was a dramatic 1818% month-over-month (MoM) growth in signups compared to the previous month.

  2. Although there were some fluctuations in subsequent months, the overall impact of the redesign remained positive, with a significant 567% MoM increase in June 2024

[ Retrospective ]

What I have learned:

  • Presenting at least two design solutions is essential
    The stakeholders' envisioned solution and an alternative design that may address more problems or offer a superior user experience. By comparing these options, I found it easier to secure stakeholder buy-in and foster collaboration. This approach not only aligns stakeholders with the project’s direction but also accelerates progress by leveraging collective insights and feedback.

  • Detailing how my design solution relates to business objectives 
    1.Explain the specific problems or pain points my design addresses and how it provides effective solutions.

    2. Describe how each design choice is intentionally crafted to meet the business objectives, ensuring that every aspect of the design contributes to achieving the goals.

    3. Illustrate how feedback from stakeholders and users has been used to refine and enhance the design

    It helps enhance the relevance of my work and facilitate more informed decision-making and support from stakeholders. And it also can make sure the business goals are not changing, and we are still aimed in the right directions.