Strategic Redesign of Product Landing Page to Boost User Engagement
Company
Agora Tutoring
My Role
UX/UI Designer
Responsibility
End-to-End Design
Duration
4 weeks
During the course of this project, myself and a team of four other designers was tasked with creating digital solution that would allow our client to interact with and convert users while the product was still in the development phase.
The Old Experience
Discrepancy Between User Expectations and Product Readiness
Agora Tutoring is a growing edtech platform designed to connect students with qualified tutors, making quality education more accessible and personalized. While the platform has a functional website and some online presence, the product is still in development. As a result, potential users struggle to understand how to engage or convert into active users. This case study explores the research process, key insights, and UX solutions implemented to build user confidence, simplify decision-making, and ultimately increase tutor bookings.
The Problem
Unclear Communication and Lack of Information Hinder User Conversion
The landing page for the unreleased product was not effectively driving user engagement or conversions due to insufficient information and a lack of clear communication pathways. These issues contributed to the following impact:
Low conversion rates – Users who visited the page did not have enough context or details to make an informed decision, reducing their likelihood of taking action.
Missed lead generation opportunities – Although there was an option to stay in touch, it was not being leveraged effectively, leading to a loss of potential customer relationships and reduced opportunities for future engagement.
The Solution
Implement UX Strategy to Improve Content Clarity, user engagement, and lead generation
Competitive & User Research – We analyzed competitor landing pages for best practices and conducted user interviews to identify key decision-making factors.
Refining Content Strategy – We crafted clear, compelling messaging that highlights the product’s value, features, and benefits.
Improving Page Structure – Our team restructured the layout to guide users intuitively, using strategic visuals to enhance clarity and engagement.
Optimizing Lead Capture – Made the "Join" feature more prominent with a stronger CTA, additional engagement options, and social proof for credibility.
Research Insight
Trust, affordability, and convenience drive user perception
We conducted a screener survey to uncover the primary factors influencing user engagement and tutor selection on the platform.
Trust & Credibility – Users highly value tutor qualifications and reliability, making trustworthiness a top priority.
Convenience – Flexible scheduling and accessible locations play a crucial role in decision-making.
Affordability – Pricing remains a key factor, with cost influencing users’ choices significantly.
Design Process
Smart Sign-Ups: Placement & Timing Matter
Our client wanted the sign-up form front and center, but testing showed that prompting users too early discouraged sign-ups.
Solution:
Kept the newsletter CTA in the nav bar for easy access.
Added a clear sign-up section at the bottom after users engaged with content.
This approach aligned with user behavior, leading to a more natural and effective conversion flow.
Testing Insights
Clarity, Trust & Personalization: What Users Really Want
Testing uncovered three main principles that drive user perception:
Tailored Experience – Users valued distinct paths for parents/students and tutors.
Clearer Messaging – They needed more details on how the service works.
Trust & Credibility – Users wanted transparency on tutor vetting, company info, and real testimonials.
Newsletter Transparency – Vague “newsletter” wording deterred sign-ups—users preferred clear expectations.
Low Fidelity Designs
Integrating User Insights into Content Design
Leveraging insights from our initial survey, we incorporated UX-informed copy into the site's low-fidelity designs. This allowed us to test content clarity and the effectiveness of our solutions in the next round of usability testing, ensuring our design aligned with user needs from the start.
Testing Insight
Users Seek More Detailed Information: Usability Testing Round 2
Key Takeaways:
Credibility: Enhance with images, interactivity, clearer copy and student & tutor testimonials.
Newsletter: Transparency on content & easy unsubscribe option needed.
Onboarding: More details on tutor experience would boost trust.
High Fidelity Designs
Implement UX strategy to improve content clarity, user engagement, and lead generation
Iteration & Implementation
Paige Savino – Lead Designer for High-Fidelity Deliverables
Maddy Kong – Fine-Tuning & UI Enhancements
Kyra Cushing – Designed "How Agora Works" Section
Yasmin Archibat – Copywriting & Content Strategy
Conclusion & Final Thoughts
Transforming Agora: UX-Driven Growth
Through user insights and iterative design, we created a seamless, intuitive experience that enhances engagement and conversions.
Our high-fidelity solutions position Agora to:
✅ Align with user needs through research-driven insights
✅ Clarify messaging to highlight value and benefits
✅ Improve navigation for a frictionless experience
✅ Boost conversions with stronger CTAs and engagement features
These enhancements ensure Agora’s long-term success, driving retention and business growth.
Whether you're exploring a new project or just curious to learn more about my work, I'd love to hear from you. I believe great design starts with great conversations—so don't hesitate to reach out with questions, ideas, or anything in between. Let's create something meaningful together.
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