ReverbNation is a platform that enables musicians to publish and market their music. The monetization model is freemium, so there is a lot of emphasis on showcasing premium tiers of service to users at every touch point.

I was the Design Manager of the UX team at ReverbNation. I was directly involved in the designs of this page.

1: Increase the number of users signing up for accounts.

2: In particular, increase number of users signing up for premium tiers of service.

As with everything we did at ReverbNation, every project starts with analysis of existing metrics and definition of KPIs. For this redesign we were primarily concerned with increasing the number of signups originating from this page, with a particular emphasis on lifting premium tier signups.

We researched visitor behavior using tools session recordings, as well as by having test users sign up through unmoderated remote tests. We wanted to establish a baseline for future comparison, as well as to begin identifying usability issues.

As we were looking for incremental improvements, our approach was always going to be focused on iterative design, comparative testing, analysis, and repeat.

Many concepts were sketched. Favorites were given medium-fidelity treatments in preparation for executive stakeholder review. Iteration took place. ReverbNation was going through a transformation from a historically desktop-only interface to one that was mobile first, so making sure this page performed well on mobile was a key focused.

We took the favorite designs and A/B tested them with a small percentage of total traffic. We iterated based on our analysis of the metrics, as well as session recording analysis.

Through iterative design and analysis we were able to increase both overall and premium sign-ups. Unfortunately I am unable to find the exact numbers, however it was in the order of a 5%-10% increase in overall sign-ups, and 3%-5% improvement in premium sign-ups.