GoStudent

Increasing online tutoring sign-ups

Redesigned CRO landing page to improve trust and increase trial lesson sign-ups. I analysed conversion barriers in the existing experience and designed a new mobile-first landing page aligned with updated brand guidelines. The concept was validated through user testing and showed a 40% increase in users’ likelihood of booking a trial session.
Role:
UX/UI Designer
Team:
CRO, Design, Branding & Marketing
Duration:
2 weeks
Dashboard mockup

The problem

The CRO landing page was outdated and underperforming. Weak messaging, inconsistent visuals, and limited trust signals lowered conversion. The redesign integrated new brand colours, icons, and marketing assets to build trust, clarify value, and stand out in a crowded ed-tech market.

The approach

I led a kickoff workshop with the CRO team. They had low-fidelity wireframes outlining desired content, but I stepped back to explore how behavioral design could be leveraged to increase conversions.

1. UX analysis

Reviewed the existing landing page to identify barriers to conversion and trust.

2. Behaviour design

Researched cognitive and persuasion principles to guide design decisions.

3. UI design

Designed modular blocks for each section experiment to with layout. Created assets aligned with the brand update.

4. A/B test

Tested the redesign against the live site to measure changes in brand perception and likelihood of booking a trial session.
Image of user group one: the wellness enthusiast and one-off purchaser.

Live site audit

My analysis highlighted elements of the website that undermined trust and reduced trial sign-ups, including:
Asking for personal data before providing context
Not providing a clear value proposition
Low quality images
Inconsistent language
Hidden testimonials / social proof (bottom of page)

Insight driven design

Using the CRO team’s requirements for key content modules as a starting point, I designed low-fidelity wireframes that applied the behavioural insights identified during research.

Each section of the page was structured to address specific user needs and barriers to conversion — from establishing trust early, to clarifying the value of the service and reinforcing credibility through proof points.

I presented these to the CRO and design team before moving into UI.
Dashboard mockup

Modular design

see project in figma
I designed the landing page in independent blocks (e.g., header, services, how it works), each with multiple iterations. This modular method allowed us to experiment with different combinations and visual styles, ultimately assembling a final page that was both cohesive and optimised for conversion.
Dashboard mockup

Proposed design

The proposed design combined the strongest components from the exploration phase into a clear, structured landing page. Content is organised to communicate the service quickly, build credibility, and guide users toward booking a trial session, while applying the updated brand system for a more cohesive visual experience.

A/B test

To validate the concept and support stakeholder buy-in, I ran an unmoderated test on UserTesting with five parents of school-aged children. Participants reviewed both the existing CRO page and the proposed redesign and shared their likelihood of booking a trial lesson.

Only 20% of participants said they would book a trial from the existing page, compared to 100% for the redesigned version — indicating significantly higher trust and clarity in the proposed experience.

Participants: parents aged 25–59 with children aged 5–17, accessing the test via smartphone.
Image of user group one: the wellness enthusiast and one-off purchaser.
Image of user group one: the wellness enthusiast and one-off purchaser.

Project outcome

The redesign received strong support from the design and CRO teams, who asked me to develop a pitch for the strategy team to demonstrate the value of the new approach.
‍
Following my departure from the company, the designs were handed over to another CRO designer to continue development.

Other work

View all posts
UX & research
Behavioural design

Design for Craft & Wellbeing

Master’s project exploring how accessible at-home pottery could amplify the craft’s mental health benefits.
Web design
Content management

Muttlands Sanctuary Website

(opens in new tab)
Designed, built, and maintain the first website for Muttlands Dog Sanctuary using WordPress.
Graphic design
Content strategy

Rizz ‘n’ Bella Social Media Growth

Managed Instagram, created promotional content, and grew community engagement by 79%.
View all posts