Improving Conversion Rates of the Platform Through Data-Driven UX Strategy

This case study showcases how a data-driven design approach improved the conversion rate for a Gen Z and Millennial-focused platform. By analyzing social media traffic, user behavior, and conversion data, I identified friction points, optimized the journey, and conducted iterative testing to improve the important KPIs.

Problem Statement

The platform had a strong social media presence across YouTube, Twitter, Facebook, Instagram, LinkedIn, and TikTok, but:

  • Low subscription rate despite high traffic.

  • Users dropped off after coming to the website.

  • Mobile users converted at a lower rate than desktop users.

  • Lack of trust & motivation made users hesitant to sign-up.

Goal: Increase conversion rates by 30% through user behavior analysis and iterative UX improvements.

Understanding the gen Z and the Millennials

The platform’s primary audience being the gen Z, the first step was to understand the kind of content that this audience consumes. From the rest of the generations, the difference in the consumption of the content and the platform used by these disruptors was really different.

MONIIFY focuses on creating a seamless, personalized, and intuitive experience for young users in emerging markets by aligning business goals with user needs across all digital touchpoints. It prioritizes optimized marketing channels, tailored content, and intuitive design to drive engagement, conversions, and long-term loyalty.

Based on the audience, the strategy was laid down in the following steps

Step 1: Optimize traffic channels & Social Media Optimization

We first analyzed how users arrived at the website and their engagement levels.

Tools Used:

  • YouTube Studio (Video engagement & referral traffic)

  • Sprinklr (Cross-platform social media performance)

  • Meta Business Suite (Instagram & Facebook insights)

  • Platform Backend Data (Direct website visits & click-through rates)

Findings:

  • High traffic from short-form video content (TikTok, Instagram Reels, YouTube Shorts) but low retention on the landing page.

  • LinkedIn and Twitter users were more engaged and had a 25% lower bounce rate.

  • Meta Ads had a 2.3% click-through rate (CTR) but only a 0.8% conversion rate on the subscription page.

Actionable Improvements:

  • Platform-Specific Landing Pages: Created separate landing pages optimized for users from YouTube vs. Instagram vs. LinkedIn to match their expectations.

  • Optimized CTAs in Social Media Posts: Shifted from generic “Subscribe Now” to “Get Exclusive Content Every Week” (which improved CTR by 14%).

  • Better Content Targeting: Prioritized high-engagement formats (e.g., Instagram Reels over static posts) to drive quality traffic.

Step 2: Understanding User Behavior and prepare for user journney testing

Once traffic was optimized, we analyzed how users interacted with the subscription page to pinpoint drop-off areas.

Tools Used:

  • Microsoft Clarity Session Recordings (To track scrolling, clicks & hesitation)

  • Google Analytics 4 Funnel Analysis (To measure conversion rates at each step)

Findings:

  • 56% of users dropped off before reaching the form field.

  • 28% hesitated at the email input stage, indicating trust concerns or lack of motivation.

  • Mobile users had a 15% lower conversion rate due to layout issues.

Step 3: Optimize onboarding the and initial user experience

We used heatmaps to visualize friction points on the subscription page.

Findings:

  • CTA buttons were ignored by 34% of users due to poor contrast & placement.

  • Users scrolled past important content without engaging.

  • Form length caused drop-offs, making users hesitant to complete it.

Optimizations:

  • Improved CTA button contrast & placement to ensure visibility.

  • Added Progressive Disclosure: Shortened the form to 3 key fields instead of 5, increasing completion rate.

  • Built Trust Signals: Added testimonials, trust badges, and privacy reassurance near the email input field.

Step 4: Enhance user retention and engagement

Optimized Content Placement:

  • Moved engaging elements (videos, testimonials, trust badges) above the fold for better visibility.

After optimizing traffic acquisition and streamlining the conversion funnel, the next step was to ensure long-term user retention and engagement. The focus was on keeping subscribers actively engaged, reducing churn, and increasing brand loyalty.

Optimized User Experience for Continued Engagement:

  • Improved mobile usability, ensuring seamless multi-device experience.

  • Simplified navigation and added a ‘Recommended for You’ section to drive content consumption.

Feedback & Continuous Improvement:

  • Collected insights via surveys and feedback forms to refine the subscription experience.

  • Regular A/B testing on email subject lines, content formats, and call-to-action placements to improve engagement.

Behavior-Driven Personalization

  • Dynamic Content Recommendations: Used AI-driven algorithms to showcase relevant content based on user history and preferences.

  • Smart Pop-Ups & Exit Intent Triggers: Displayed targeted offers, relevant articles, or social proof to reduce bounce rates.

Optimized User Experience for Continued Engagement:

  • Improved mobile usability, ensuring seamless multi-device experience.

  • Simplified navigation and added a ‘Show’s description’ section to drive content consumption.

Step 5: Monitor metrics & iterate

Based on the data insights, we tested multiple variations of the subscription journey to determine what drove higher conversions.

After implementing the data-backed optimizations over 8 weeks:

  • CTA engagement improved by 18%.

  • Mobile conversion rates improved by 22%.

  • User hesitation time on form fields reduced by 21%.

  • Bounce Rate (decreased by 24%): A substantial decrease indicates improved user engagement.

  • User Engagement: Slight increase in page views per session and longer session durations signal enhanced engagement.

  • Total Users (Increased by 36%): A significant improvement in visitors, better engagement metrics ,suggests increased website driving activity.

Challenges Faced

  • Social Media Audience vs. Website Intent: Many users engaged with social media passively, making it harder to drive actionable intent.

  • Aligning Design with User Expectations: The social media tone was different from the website messaging, creating a disconnect.

  • A/B Testing Limitations: Some tests took longer to yield statistically significant results, delaying final optimizations.

Next Steps & Future Optimizations

Personalized Content Based on User Behavior: Implement dynamic CTAs based on user interests.

  • AI-Powered Chatbot for FAQs: Address user concerns in real time before they drop off.

  • Gamification & Referral Programs: Introduce engagement loops (e.g., reward points for sign-ups).

  • Mobile-First Design Enhancements: Improve mobile usability further.