Overview

Mobile conversion rates were underwhelming despite strong mobile traffic and signups. Analysis through Mixpanel revealed that the pricing page had low visibility and a high drop-off rate, particularly on mobile devices.

Problem

Mobile conversion rates were underwhelming despite strong mobile traffic and signups. Analysis through Mixpanel revealed that the pricing page had low visibility and a high drop-off rate, particularly on mobile devices.

Hypothesis

We hypothesized that:

1. Making the pricing page more discoverable in the navigation would increase traffic to it.
2. Collapsing detailed features by default would simplify user choices, leading to higher conversions.

Approach

1. User Behavior Analysis: Utilized Mixpanel and heatmaps to study traffic patterns and identify low-activity areas ("cool zones ") on CTAs.
2. Navigation Optimization: Re-ordered mobile navigation bar items — placed the menu first, removed the dashboard, and moved account access to the end.
3. Pricing Simplification: Defaulted to collapsed pricing features to reduce visual clutter, showing only pricing cards upfront.
4. Prioritization: Given the expected impact, this task was pushed ahead of other development tasks.
5. Monitoring &Iteration: Tracked mobile conversion metrics post-release to evaluate effectiveness.

Outcomes

1. Traffic to Pricing Page: Increased significantly due to better placement in the nav bar.
2. Conversion Rate: Increased by ~75% from the January baseline to the peak post-implementation in Q1 2025

Key Learnings

1. The issue wasn 't rooted in user activation or engagement, but in navigational discoverability and decision overload.
2. Minor UX/UI adjustments, especially on mobile, can yield disproportionately large business outcomes.
3. Product analytics tools like Mixpanel are invaluable in uncovering user behavior patterns.