Topstep, a proprietary trading firm, offers aspiring traders the opportunity to evaluate their skills through simulated accounts (Combines) before accessing funded accounts. However, the website lacked clarity in explaining the value proposition of Combines and the path to becoming a funded trader. This resulted in low conversion rates and a high volume of support tickets from confused users.

Constraints: The optimization needed to integrate with their existing account management system and trading platform.

User needs: Users needed a clear understanding of the Combine Evaluation process, its benefits, and pricing. They also needed easy access to relevant information and support resources to minimize confusion and the need to contact customer support.

I conducted an A/B test of the live site and thought the results was interesting.

Within the heatmap data, I noticed a lot of users were clicking on elements that weren't clickable, or needing to find more information. What was more interesting, is that the pricing table section had a lot of activity, that led to a high rate of rage clicks (where users would constantly click on an element, or section, that fails to do any sort of action, creating frustration).

Approach: A user-centered approach focused on simplifying information architecture, improving the clarity of calls to action, and optimizing the user journey for purchasing Combines.

Key features:

Integrate AI hedge fund capabilities.