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November 24, 2015

UX Case Study: Improved Conversion Rates on Limnu

We’ve been doing this whole user experience (UX) thing long enough to gut-check what’s going to work. When we turn assets over to clients they usually provide our predictions as well. We sometimes invite clients to throw down some cash and turn it into a betting pool.

When we started using Limnu’s product we requested a way for users to jump right in and give it a try without filling out any forms. Turns out, we weren’t the only ones asking for that. They are super responsive to user feedback and quickly made a way to play with things as a guest. From there we created our new problem—how do we get these guests to convert to account holders? Our path is guest → free account → paid account. The leap from guest to free is important because once we have identified a free account user we can also message this person with new features, calls to action, etc.


They released the guest feature and people were using it, but we needed more users to stick around and become account holders. They were at a 15.5% conversion rate. That means that 15.5 per cent of the users that tried their product decided to sign up for a free account. That’s actually not too bad, but I believe in the power of good design and designing user interactions for better outcomes.

Split Testing

We designed four screens to test out, put down our predictions and then split the traffic coming in four ways. We were able to improve the conversion rate on all but one option that we took out of the running. Eventually we’ll get down to one and then introduce more tests.

Here are the results — loser to winner.

4th Place
3% Conversion Rate

3rd Place
24% Conversion Rate

2nd Place
25% Conversion Rate

1st Place
33% Conversion Rate

The winning conversion rate is double the baseline rate (and users coming in are also increased). The winner also clocks the most time spent testing the product — almost 5 minutes. The 4th place choice was less than a minute spent.

This leads us to guess that people miss the tutorial option on the 4th place version and maybe don’t know where to start or what to do. Some people (like me) like to jump in and see what happens. Some people like instructions. You need to plan for both.

Do you have a project that needs some UX love? We’d love to talk to you ›

About the author

Amber Sawaya

Amber Sawaya is a creative director, best-selling author and business owner. She designs and oversees UI, UX, app, and website projects.