WEB DESIGN
WEB DESIGN
CRO
CRO
Boosting Conversion with a “Show, Don’t Tell” Design Approach ///
Boosting Conversion with a “Show, Don’t Tell” Design Approach ///
Boosting Conversion with a “Show, Don’t Tell” Design Approach ///
Healthy Gamer
+9.7%
lift in CVR
+9.7%
lift in CVR
+9.7%
lift in CVR
+10%
more full bundle sales
+10%
more full bundle
sales
+10%
more full bundle sales
The Project ///
The Project ///
The Project ///
Dr. K’s Guide is one of the flagship digital products for Healthy Gamer, providing specialized mental health resources for Trauma, ADHD, Meditation, Anxiety, and Depression. The Guide delivers high-production video modules through personalized learning paths and interactive worksheets.
Dr. K’s Guide is one of the flagship digital products for Healthy Gamer, providing specialized mental health resources for Trauma, ADHD, Meditation, Anxiety, and Depression. The Guide delivers high-production video modules through personalized learning paths and interactive worksheets.
The Challenge ///
The Challenge ///
The Challenge ///
The original page’s conversion rate was was lower than we wanted it to be, so I was tasked with improving it. I had a few hypotheses for why it was suffering - the copy was focused on the content of the modules instead of how it could help our audience, and the amount of copy and variety of modules could make for an overwhelming experience that contributed to decision fatigue.
The original page’s conversion rate was was lower than we wanted it to be, so I was tasked with improving it. I had a few hypotheses for why it was suffering - the copy was focused on the content of the modules instead of how it could help our audience, and the amount of copy and variety of modules could make for an overwhelming experience that contributed to decision fatigue.
The Solution ///
The Solution ///
The Solution ///
I led the redesign with a “show, don’t tell” philosophy. Instead of emphasizing how much content there was, we should address specific problem and show how the modules can offer solutions to them.
Replaced iconography and dense copy with 15-30 second video previews
Developed an interactive module selector that highlights one at a time. Through A/B testing, we identified ADHD as the highest-converting module, outperforming the Meditation variant by 34.05%.
Added a “Developed by Dr. K” tag in the hero section to leverage Dr. K’s credibility and our audience’s familiarity with him.
Introduced a discounted “Pick 3” bundle option to incentivize users to purchase more than a single module and increase Average Order Value.
I led the redesign with a “show, don’t tell” philosophy. Instead of emphasizing how much content there was, we should address specific problem and show how the modules can offer solutions to them.
Replaced iconography and dense copy with 15-30 second video previews
Developed an interactive module selector that highlights one at a time. Through A/B testing, we identified ADHD as the highest-converting module, outperforming the Meditation variant by 34.05%.
Added a “Developed by Dr. K” tag in the hero section to leverage Dr. K’s credibility and our audience’s familiarity with him.
Introduced a discounted “Pick 3” bundle option to incentivize users to purchase more than a single module and increase Average Order Value.
The Results ///
The Results ///
The Results ///
+9.7%
lift in CVR
+9.7%
lift in CVR
+9.7%
lift in CVR
Total conversion increased to 2.44% immediately following the relaunch.
Total conversion increased to 2.44% immediately following the relaunch.
+10%
more full bundle sales
+10%
more full bundle sales
+10%
more full bundle sales
Successfully migrated 10% of single module sales to higher-value full bundles.
Successfully migrated 10% of single module sales to higher-value full bundles.
