Context

BetterSleep is an app that uses meditations, sleep tales, sounds and a sleep tracker to help people improve their sleep quality. Formerly Relax Melodies, BetterSleep has recently been acquired by Teladoc Health and rebranded to match BetterHelp. As a product designer in the growth team, I led the redesign of the ads web landing page. I worked alongside PMs, designers and devs, and iterated the designs based on feedback received from cross-functional teams and A/B testing results.

Final results

The winning variant resulted in an increase in free-to-trial rate by 44%, trial-to-paid by 127%, and an RPU lift of 291%.

How can we convert more users from the web funnel?

The challenge was to create a landing page users would land on after clicking on an ad, that would increase conversions before users even download the app.

What we used to do before was to redirect users to our main landing page after they clicked on an ad, which used to look like this:

We started hypothesizing areas of improvement - such as having more social proof, showcasing our plans at the very top, and creating a more interactive experience both in terms of content preview and just delight.

Since this was a very outdated page, I recreated most of the components from scratch, and quickly iterated different variants through A/B testing to maximize learnings.

The plan was that if one of these variants was going to perform well as an ads landing page, we would then change the header and footer to use it as a main homepage as well.

Hypothesis #1 highlighting the impact of using BetterSleep

The first approach was based on our competitors, so the page would start off showcasing a before & after of using BetterSleep. We would also showcase some social proof, and create small interactions to foster engagement.

Hypothesis #2 using social proof to build trust

After listening to the user interviews conducted by our UX researcher, and looking into which ads were performing the most, I've proposed a second variant highlighting social proof as a primary section, since it's that scientific feel that builds the trust necessary for people to invest in a digital wellness product. This version would also be more dynamic and start off in motion.

Building trust by previewing content

To quickly introduce our users to the content we are offering, I have created a component to overview and try one piece of content for each category.

Alternating different paywall layouts to keep users from skipping them

When displaying payment plans, I've experimented with different layouts to induce that novelty feel ad prevent users to automatically skip the paywall sections.

Hypothesis #3 creating an immersive experience

Another iteration we explored was a version focused on the actual content of our app. The intent behind this "try before you buy" approach was to let users experience the value of the app without downloading it yet, and leading them to be paying users straight after the experience on web.

Testing & learnings

After testing different hypotheses for the ads landing page, we found the winner to be a merge between variant 1 and variant 3. What we learned from this, is that our users prefer to interact with our content before seeing social proof, and appreciate a visual overview of the impact of our app at the very beginning of the experience.