In 2020, I joined Muchness with a mission to design their first website dedicated to chess teaching. The journey from a modest beginning to achieving a significant 12% traffic conversion was marked by continuous improvements and strategic redesigns. Here’s a detailed account of how it unfolded.
A Word from the Founder
Before diving into the design journey, I would like to share a special message from the founder of MMchess.org, who speaks about my work and the impact it has had on the business. Watch the video below to get his insights:
The Initial Version: A Humble Beginning
When I first joined, the initial version of MMchess.org looked quite basic. You can check it out here. The design was simple, functional, but it wasn’t achieving the primary goal: converting visitors into bookings for chess classes. At this stage, the conversion rate was a mere 1-2%.
First Redesign: Simplifying the Interface
Our first redesign was aimed at cleaning up the interface and making it more user-friendly. You can see the changes here. Despite the improvements, the conversion rate didn’t see a significant boost and remained around 1-2%.
Adding Value Points: The Game Changer
After analyzing the user behavior and feedback, we decided to place a direct booking form on the hero section and highlight the value points to help users understand why they should book a class with MMchess.org. This change made a notable difference. The updated version can be viewed here. This iteration saw the conversion rate jump from 2% to 6%.
Building Trust: Incorporating Growth Touch and Results
The next redesign aimed to build trust by incorporating growth elements and showcasing the results of previous classes. We included a booking form, growth touch points, and success stories of our students. You can see this version here. This led to an increase in the conversion rate from 6% to 8%.
Authenticity: Using Real Images
Our next significant change was to replace all stock images with authentic photos of our students. This move aimed to create a genuine connection with the visitors and showcase real results. The impact was substantial. Check out the redesign here. This change contributed to a further increase in our conversion rate.
The Final Touch: Enhancing Resources and Adding a Tournament Page
Our latest iteration focused on increasing trust and making the site resource-rich. The new look of the site can be viewed here, and we also added a Tournament page. The Tournament page is one of my proudest designs. It helps users find nearby tournaments easily and links to informative blogs to enhance their learning experience.
By continuously iterating on the design and focusing on user needs and trust-building, we successfully increased the traffic conversion rate from a mere 1-2% to a significant 12%. Each step of this journey was a learning experience, showcasing the importance of user-centric design and continuous improvement.
Additional Details
The site is built using a No-Code tool called Wix. Alongside the design work, I also focused on optimizing the site’s SEO. Below, I will share a graph where you can see the growth in site traffic and conversions.
If you’re interested in learning more about my work or discussing how I can help with your design needs, Let's Connect
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