Opt‑in flow redesign leading to a 60% lift in conversion
After 3 rounds of A/B testing, we improved a low‑performing upsell by simplifying the design and pricing.
Project
Opt-in flow redesign
Team
PM - legal- Marketing
Role
Product Designer
Year
2024
Timeframe
3 months
1
The problem
I was working on Noa, a tool designed to help French businesses complete their mandatory workplace risk assessment (Document Unique).
The tool was offered through three different sales flows through partner health services. The opt-in flow — introduced to satisfy specific client demands around transparency — delivered the lowest conversion rate, posing a clear business risk for one of Padoa’s key revenue streams.
2
The process
We ran 3 rounds of A/B testing over ~3 months, with a clear focus for each iteration. Each variant required quick legal and marketing validation and had to be tested early due to the highly seasonal usage window.
3
Round 1: reduce visual friction
The first version of the activation card looked like a promotional banner—larger, heavily branded, visually disconnected from the rest of the page.
I redesigned it to match the layout and visual rhythm of the other cards in the flow.
Results:
+2.17pts conversion (13.8% vs 11.6%)
Statistically significant (p = 0.024)
4
Round 2: frame pricing like a subscription
Noa is billed annually, but most users are familiar with monthly pricing for SaaS products. I designed a new card that displayed the monthly equivalent, with an explicit “billed annually” note to keep things honest.
Results:
+3.0pts absolute increase (12.8% vs 9.8%)
+31% relative lift, statistically significant (p = 0.0018)
5
Round 3: sharpen the copy
We collaborated with marketing to rewrite the value proposition using more direct, benefit-oriented language.
Results:
+2.5pts increase (20.7% vs 18.1%), but with low sample size
The difference wasn’t statistically significant, but the signal was strong enough to justify a re-test next season, when more traffic is available.
6
Key learnings
Design drives business. Small UX decisions — visual alignment, pricing format — had measurable impact.
Pricing is perception. Showing a monthly price (even if billed annually) made the offer feel more accessible.
A/B testing has a window. If your traffic peaks early, your variants need to be ready before launch.