Process:

•  Analyzed the home page, landing pages, signed-out content and registration process on competitor and non-competitor sites to develop general guidelines and determine best practices.
  • Determined that we were aligned with other sites. Variations were related to the information collected, button CTA, colors and images (all of which we tested regularly).
• Proposed testing the standard approach and developed an experience where the registration form would be shown on every page when not signed in.
• Created wireframes to illustrate the concept for all external/signed-out pages.
• Presented the concept and wireframes to the management team for approval.
• Upon approval, collaborated with the creative team to design the pages.
• Wrote user stories to define requirements for implementation by development of the new concept as an AB test against the current home page.

Results:

The new approach did not result in more registrations. We tried changing the images and secondary colors but could never beat the existing home page/experience, and the test was discontinued.