Boosting Conversions: Transforming Kajabi’s Homepage for Impactful Storytelling

Homepage and trial signups up nearly 10%, and the winning variant held as control for more than two years.

Kajabi.com is a leading online course platform designed to help users create, market, and grow their own online course businesses. User satisfaction and a positive return on investment (ROI) for customers are crucial for the company’s brand reputation and long-term success.

• Online Courses
• E-Learning

The homepage of Kajabi.com experienced a drop in conversions, posing a significant threat to the business. Key challenges included:

1. Decreased Conversions: A decline in homepage conversions and trial signups was noted, which could have multiple underlying causes.
2. Critical User Journey: Ensuring the messaging effectively set customers up for success was essential to improve the company’s brand sentiment and Net Promoter Score (NPS).

Common People conducted a comprehensive review and redesign of Kajabi’s homepage and related marketing pages:

1. User Research and Analytics:

   • Analyzed user comments and website analytics to identify potential reasons for the drop in conversions.
   • Mapped out a new user journey encompassing the marketing experience and pre-trial signup process.

2. Strategic Messaging:

   • Identified key messaging points through user research to prepare users effectively.
   • Crafted new homepage copy and supporting page content aligned with Kajabi’s brand voice.

3. Design Collaboration:

   • Worked closely with the design and development teams to create a visually compelling homepage that showcased the platform’s benefits.
   • Provided guidance and feedback to ensure the visual elements supported the new messaging strategy.

• Homepage and Trial Conversions: Post-launch, the homepage and trial signups increased by nearly 10%.
• Conversion Rate Improvement: There was a significant rise in the conversion rate from trial signups to paying customers.
• Sustained Performance: The new homepage variant remained the highest performing control version for over two years.
• Funding Success: Improved signup rates contributed to Kajabi closing a 500 million funding round and achieving a 2 billion valuation nine months post-launch.

Result Data:

• 10% increase in homepage and trial signups
• Significant increase in conversion rate from trial signups to paying customers
• Contribution to 500 million funding round and 2 billion valuation