Diagnosing and repairing critical drop-off points in the free trial journey, resulting in a 12% lift in A/B test and 38% year-over-year growth.
The Challenge
Despite high seasonal traffic (11+ exam season), the site suffered from a 'window shopper' problem.
76% of visitors browsed extensively but abandoned the funnel when we asked for their credentials.
The Solution
Users were 2x more likely to continue compared to the previous step after seeing the pricing page, yet the original design hid it. I then inverted the funnel to bring the value upfront.
Additionally, to support the new pricing transparency, the visual language needed to evolve from 'MVP' to 'Market Leader.' I executed a comprehensive visual overhaul to align the brand's aesthetic with its premium price point.
The Result
Beyond the 38% conversion lift, this project established the transparency-first framework that Atom Learning uses today.
By validating that context drives conversion, we permanently shifted the strategy from gatekeeping to empowerment. For the wider team, we unlocked the ability to scale paid ads aggressively during peak season by lowering the cost per acquisition (CPA).
Takeaways
