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Optimizing EMBIBE Web for Organic Conversions
Redesigning the header menu, introducing a global search, and improving the sign-up funnel optimized Embibe’s web platform to streamline access to educational content and as a result boost student app sign-ups.
Employer
Embibe
My Role
Research, product design, design systems.
Contribution
Solo designer, with guidance from a Lead designer, SEO Team
Timeline
Nov '22 - Feb '23
4 months
This design resulted in a 64% increase in the Signup rates.
If 5,000 out of 10,000 (current) viewers sign up, ₹2,000/course = ₹1Cr in 4 months
Designed to improve learning content discoverability
The menus enhance SEO with better crawling and indexing by linking key pages, improving page rank and ensuring seamless navigation after landing on a page.
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Optimised Search for Better User Engagement
The search functionality aims to improve user engagement, session duration, and content discoverability by offering a seamless search experience across various content types.
Reduced drop offs
Strategically designed to reduce number of steps to minimize drop-offs at the OTP stage, and simplify goal selection by auto selecting Goal & Exam based on page visited.
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A Seamless Path from Organic Traffic to App Sign-Up
Huge Organic Traffic,
Low Sign-Ups
Redesigning Header menu for all Embibe Webpages
The Embibe SEO pages (Blog page in the older version) were the largest source of organic traffic amongst all the channels of the Embibe student app. The pages attracting the most traffic are the Book, Exams, and Questions pages, all embedded in the Blog page but they lacked proper navigation for the 3 million+ questions.
Issues in the Signup funnel
Users are facing challenges that hinder their full learning experience. These challenges include
User Drop off : While Sign-Up conversions were the ultimate goal, the journey to engage users and encourage them to browse enough content to convince them to sign up was insufficient.
Navigation between pages was virtually impossible: The absence of primary navigation made it extremely difficult for users to move between pages effectively .
Building upon clarity
Figuring the best order of items inside the menu.
Card Sorting
While this was the preferred approach, the lack of ready access to users prompted the exploration of alternative methods.
Faculty/Edu expert review
Expert advice was sought from faculty members, but their diverse approaches to structuring the content did not provide a clear solution.
Stakeholder Inputs
Since the project was part of the SEO team, they suggested utilizing MSV or Monthly Search Volume to order the menu items, with the highest searched topics appearing first, aligning with user search trends.
A Global Header menu for all the Web pages
Before — Fragmented Information Architecture
The information architecture analysis revealed difficulties in efficiently finding information. The absence of a search function further hinders navigation and accessibility.
Inconsistent header menu items across different pages created a disjointed user experience.
The menu lacked scalability to accommodate the upcoming app catalog with multiple apps in the pipeline.
Benchmarked to explore industry standards as well as what direct competitors are doing in terms of their Web Search Experience.
Webflow expert
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Menu Patterns
Industry-standard menu patterns were explored, and the optimal pattern was chosen through iterations of information architecture versions. Additionally, feasibility checks were conducted to determine whether to use Miller's column or a list with a mega menu, both of which supported a minimum of 3 levels of hierarchy.
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After — Scalable design
The new design enabled seamless navigation through the extensive study material and exam pages while accommodating all products in Embibe's portfolio. Its success led to implementation across all Embibe web pages.
Execution Summary
- Level 1 - Contains broad and most important categories directly accessible from the homepage.
- Level 2 - Sub-categories under each Level 1 category, providing more specific content areas.
- Level 3 - Further breakdown of Level 2 categories, leading users to detailed and specific content.
Design focused on discoverability
Benchmarked to explore industry standards as well as what direct competitors are doing in terms of their Web Search Experience.
Webflow expert
Design Evolution: Iterations and Lessons Learned
Learnings
- Iteration 1 - Focused on functional basics—autocomplete, autocorrect, and comprehensive search results for books, chapters, and exercises.
- Iteration 2 - Introduced detailed suggestions with thumbnails and pills but faced challenges in balancing clarity and interface clutter.
- Iteration 3 - Replaced thumbnails with icons, which proved ineffective due to space constraints and difficulties in creating universally recognizable content type icons.
After — Search to increase content discoverability
The Final Version of Search is a matured version which implements positives from the 3 iterations.
Resolving backlog
Before — Too many steps
The User Journey across Embibe web pages has two main phases, the Explore & Research and Onboarding.The table shows the drop offs in Sign-up steps which have a sufficient values.
Users are facing the problem in this step of receiving and inputting the OTP for Mobile number verification.
The current signup flow has 7 steps, which is not as per the current good practices of max 2 to 3 steps.
After — Streamlined onboarding
An A/B test was conducted to compare the effectiveness of single-message notifications versus two separate messages with OTP and verification link. In the post-OTP verification flow, users were directed to sign up from the last browsed content type (e.g., a book page if they were previously on a book page).
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