Boost Activation Rate & Subscriptions by optimizing LP & funnels

As a Growth Product Manager at VEED (SaaS video editing software) I was responsible for driving the growth of the Activation Rate and Paid Subscribers.

With over 20k landing pages (LP) catering to diverse user needs and steps in the editing process (e.g. adding subtitles, removing background from video, using Gen-AI tools to start a project), all users encountered a generic onboarding experience, leading to confusion and low engagement.

The Conversion Rates of LPs were very variable, revealing a missed opportunity to better align their content with user intent and turn visitors into free users and further into paid customers. A solution was needed to personalize onboarding, match user intent, and maximize conversions.

Improve Conversion Rate to Active Editors by delivering a more tailored onboarding experience aligned with user intent

Increase Paid Subscribers by optimizing the conversion funnel across multiple high-traffic landing pages

Identified top-performing landing pages based on traffic analysis and alignment with core product functionalities

Conducted comprehensive data analysis on dropoff rates and conversion flow

Performed user interviews, session recordings, competitor analysis, and surveys to pinpoint user pain points and opportunities

Collaborated with designers and engineers to implement A/B testing of a customized onboarding flow for the top 5 high-potential landing pages

By experimenting with funnel optimizations from core Landing Pages to the core product we achieved:

6.5% uplift in conversion to Active Editors

7% uplift in conversion to Paid Subscribers & 15% increase in MRR