Achieving a 40% conversion rate with user-tested design

Initial Research

Copyfolio’s biggest conversion point is project publishing. However, users often didn’t realise they had to publish their projects and missed this point —or had materials that weren’t easy enough to showcase, like samples stored in PDF files.

Users also had a low awareness of other Premium features, being able to list only 2 features on average during user interviews.

Solution

To make showcasing their work samples easier, we added two new project types: PDF files and external links to the already existing case study page. This resulted in a big increase in upgrades.

We also redesigned the onboarding experience, generating customised starter sites for users based on their professions and site goals to make the building process even faster.

Adding features like a built-in, cookie-less analytics and in-app domain purchase helped a lot with user retention by making Copyfolio an engaging one-platform solution.

Initial Research

Our team noticed that despite having 30-40 users upgrading every week, the net Premium growth was stuck around 15-20 users.

After conducting exit interviews with users and improving our cancellation survey, we found out that a lot of users were looking for full-time jobs and canceled their subscription once they got hired.

Solution

We decided to expand our target audience from the initial group of advertising copywriters to include all types of writers, as well as marketers, social media professionals and UGC creators —both in our marketing and in-app.

During the onboarding, users can now choose their professions. Later on when they generate their site or add a new section, it’ll be filled with content based on their profession, making it feel tailored to them.

With this, our website traffic and weekly new registration numbers started to grow steadily.

To combat  inevitable churn, we decided to focus on freelancers, as they’d need a continuous professional online presence.

We designed and developed features to help them be visible online and get new clients, like custom domains and SEO settings, as well as dedicated sections and page presets.

This approach has helped us stabilise our Premium growth but we’re still working on releasing new features that’d help freelancers and make them come back to Copyfolio on a regular basis.

Initial Research

We identified some inefficiencies in our product development cycle. As the product grew, it was harder to eliminate the inconsistencies of the interface.

We also found related issues that directly affected the overall user experience and contributed to a lower customer life time value.

Solution

As Copyfolio is part of the Folio product family (including UXfolio and Archifolio as well), it was a practical decision to increase efficiency by introducing a shared design system to all the Folio products.

The introduced Design System sped up the product design & development process: it led to roughly 20% time saved just on Copyfolio.

An example of this extreme efficiency: when we needed to update the UI of our Editor page (including color and corner radius),  we managed to do this within just a week. You can read more about the opportunities of design systems here.