Turning Traffic into Trials
Constant Contact’s “New Marketer” page was seeing high traffic—but not enough action. These visitors were curious and motivated, but also hesitant. They wanted to grow their business using email and digital marketing, but didn’t know where to start or what to expect.
Our challenge was to meet them where they were—often unfamiliar with the tools and overwhelmed by options—and guide them confidently toward signing up. The goal: create a page that felt approachable, supportive, and effective at converting interest into action.
Working closely with stakeholders across UX, content, and product marketing, we modernized the page design, simplified the structure, and clarified the value proposition. Then we tested multiple iterations and refined based on real customer feedback. The result was a beginner-friendly, conversion-optimized core site page that nearly tripled our target V:T rate.
We began with customer insights, not assumptions.
To understand what new marketers needed, we gathered direct customer feedback and usability research. This revealed some consistent pain points:
The page design felt outdated compared to competitors like Mailchimp
Users were turned off by being asked for their email address too early
Content was dense, with poor visual hierarchy
Visitors wanted more clarity on pricing and what was included in the trial
These insights helped shape our north star: make the page feel welcoming, intuitive, and transparent.
What we did next
To better support first-time marketers, we redesigned the page to feel more approachable, informative, and action-oriented. Key updates included:
Modernized the design with refreshed UI elements that aligned with the brand’s visual identity
Reorganized content to surface tools, tips, and templates right up front
Rewrote copy to reduce jargon and speak directly to beginners
Removed friction by eliminating the early email gate
Simplified trial modules with real UI previews to show exactly what users get
Updated FAQs to address top concerns about support, setup, and plans
Partner Feedback & Iteration
Even though the redesigned page outperformed the control (68% vs. 32%), the partner requested updates like a two-step CTA, content reorganization, simplified trial labels, and clearer pricing and FAQs. We built a hybrid version combining these revisions with elements from the original design. Testing showed both pages had strengths—v1 for familiarity, v2 for clarity and beginner focus. The hybrid approach balanced guidance, concise content, and actionable tools while leaving room for further data-driven optimization.
Balancing Insight, Iteration, and Stakeholder Comfort
While user testing gave us clear signals early on, not every version made it to live testing. Stakeholders were cautious and wanted to see multiple iterations explored visually before moving forward.
The result? A thoughtful evolution of the page, shaped by user data, business goals, and a desire to de-risk every decision. Below are a few of the major milestones we explored on the path to launch.
The result
The redesigned New Marketer page not only looked better, it worked better. By grounding our strategy in real user needs and testing continuously, we delivered a high-performing page that turned hesitant visitors into new customers.
Results:
8.8% V:T conversion (vs. 3.5% goal)
95%+ statistical confidence across multiple tests
While live testing was paused for future iterations of the page, user testing insights revealed clear untapped potential. My forward-looking strategy was to extend the narrative from the homepage—featuring the candy maker—and bring that story to life going down the page. By showcasing how that business used the platform, we could create an engaging, trust-building experience for new marketers.
Company: Constant Contact
My role: I collaborated with site merchandising, content strategy, and product marketing to shape the structure, messaging, and testing strategy for the New Marketer page. I conducted and translated user research into actionable content and design updates, partnered with copy to develop messaging that resonated with first-time users, and worked cross-functionally to ensure stakeholder needs were met throughout the process.
Copy writer: Caitland Conley