Luminary Homepage Redesign for Conversion Optimization

Final Mobile Design Screenshots - Landing Page

Luminary's Homepage, which functions as the marketing landing page for the service, was previously focused on content discovery and not optimized for converting users who landed on the page.

Optimize the page to direct users into the signup flow and provide clear overview of the value of a Luminary subscription.

% of users entering sign up flow from homepage

Landing Page Conversion Rate

Bounce Rate

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To understand where users were falling off in the conversion path after landing on the homepage, I used Google Analytics to map the flow of landing page visitors. The findings from this exercise allowed us to better understand what information users were seeking after landing on the page to be incorporated into the next iteration.

The majority of users who initially land on the homepage exited the website.

Users who land on the homepage turn to the Originals page (list of shows) to find out more about the service.

Significant percentage of users who enter the sign up flow return to the Home Page or Originals page before competing the sign up.

Customer Journey Analysis conducted in Google Analytics

Data in Google Analytics also revealed that nearly 70% of users landing on the homepage were visiting on mobile or tablet devices. With this insight in mind, I was able to take a mobile first to the design ensuring, optimizing for users behaviors that are typical of users on mobile devices.

Using Amplitude, I worked with our analytics team to analyze what shows were drawing users based on first day listening habits. This analysis revealed that the majority of users only listened to one show on the platform, and at any given time about 6 shows made up the majority of listening.

To better understand how users were interacting with the page, I reviewed previous User Testing interviews focused on the sign up and onboarding experience. There were two major themes that were present in the interviews when users discussed their impressions of the home page.

There were covers for the shows shown throughout the page, and it was unclear which ones users could click to learn more about these shows.

While it was nice to be able to see all the shows, users were still unclear why they would use Luminary as opposed to another podcasting app they may already have.

Taking the findings from our web analytics, I was able to form a problem statements which was used to guide my proposals for the redesign.

Problem Statement: How might we provide users with sufficient information on the Luminary Subscription on the homepage such that they can make an informed decision when entering the sign up flow.

Redesign Hero image to clarify which page elements are clickable

Limit highlighted shows to those driving listening and acquisition

Add media quotes and awards to reinforce the quality of the content

Introduce FAQs to answer most common questions received by Customer Support team

Bring CTA above fold on web

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Hero Section Redesign

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Based on Feedback from our User Testing Interviews, users often attempted to click the show covers on mobile devices, assuming they could learn more about the shows.

In order to display the breadth of shows while still directing users towards the sign up flow, we created a smaller grid displaying all shows on the platform and focused the majority of real estate on the value proposition and call-to-action

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Before and after content highlights

Based on our research we knew users were likely looking for one of six shows when visiting Luminary.

In order to reduce cognitive load and focus attention on the shows that users were most likely to listen to, I reduced the number of highlighted shows on the homepage to the eight most popular on the platform.

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For users who were not familiar with any of Luminary's shows, we wanted to create a way to build trust and emphasize the quality of the content they would be able to access with a Luminary subscription. To understand how other services accomplish this, I conducted a competitive analysis of other streaming platforms and subscription services landing pages.

Competitive Analysis

Luminary Media Quotes and awards

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Though these services each use a different format for displaying media validation for their content and services, they each focus on providing a diversity of sources and emphasizing different aspects of their offering.

Taking a similar approach, I incorporated the distinctions Luminary had received for its content into a carousel for users to explore on the landing page.

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Luminary Frequently asked questions

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In order to understand what questions users typically have before or just after signing up, I consulted our customer support team to get a list of the most common questions they receive from new or perspective users. I then worked with the marketing and programming team to develop concise answers to these questions to display on the homepage with the goal of decreasing the inbound request to customer support and providing users additional information to help them make their decision.

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This was the first step in a broader website audit and redesign. As we continue to monitor performance on the page since the updates, we will continue to look into other ways optimize this page for conversions and build additional pages to allow users to learn more about Luminary without going offsite or down rabbit holes that pull them away from the goal of the website.