Bitget Homepage Redesign
Clearifying the goal from chaos and letting user data drive design decisions.
Background
After rebranding, we revamped the UI of the webpage by incorporating the fresh new brand visual elements.
In terms of web performance, the homepage traffic continued to increase. However, the conversion rate (V2 version is around 18%) and NPS remained at a low level.
🤕 Visitor conversion
🤕 User feedback
🤔 Why do we still have so many shortcomings even after we've revamped the homepage post-rebrand?
There are no benchmarks/clear goal for success
One of the biggest challenges in developing new products is the scarcity of data in the early stages—there's no existing product to benchmark against.
The issue with lacking benchmarks is that it's tempting to blindly prototype, survey, or experiment with users without clearly defining what constitutes a successful outcome. This ambiguity can lead the team to speculate about whether they've succeeded or failed, making it less likely to achieve the desired impact.
Chanllengs
Lack of data
We lack detailed user behavior data, including information on acquisition channels driving traffic, user behavior patterns, and the content that motivates users to convert
Too many stackholders
Since HP (presumably referring to Homepage) is one of the most crucial traffic sources, the new user growth key performance indicator (KPI) for every marketing team heavily relies on HP traffic. Therefore, any changes made to the HP need to align with these KPIs.
Approach to clearify the Project Goal
Product Positioning
For new visitors
The homepage serves as a transit station for users to embark on the new user process. We aim for users arriving from different traffic sources to discover platform content and features they are interested in, ultimately leading to conversion.
For Bitget users
Through the homepage, users can quickly discover promotions and various functional entrances of the platform. They can efficiently access the functions and content they expect.
Uer research & persona
We utilize existing user feedback and the limited data available to us to develop user personas and make design assumptions to the best of our ability.
The vast majority of users will access the platform via mobile devices.
Retail investors constitute the majority in terms of numbers, similar to our competitors.
Retail investors contribute more than half of the revenue, a rarity among mainstream exchanges.
The highest NPS score in the Chinese region is 64%, whereas the lowest NPS score occurred in developed regions such as Europe and America (including English, French, and German), averaging around 35%.
This significant NPS gap between developed and developing regions reveals substantial opportunities for us.
Target User persona
We want to target developed region's long tail customers.
Project Goal
Improve the registration rate of new visitors(especially developed region new users) within customize our homepage in three version. Chinese market, developed region, developing region.
Target User interview
We conducted 10+ interviews with our users and focused in developed regions.
And summarised some user problems. 👉
Design Principles
In order to improve the registration rate, we need to:
Gaining trust from new visitors.
Reduce overloaded information and let new visitors catch the key points.
Provide clear CTA lets users know what to do next.
Wireframe
Design solutions
HP for developed regoins
When new visitors land on our homepage, we have removed the promotion banner. Instead, we emphasize two key elements:
Clear sign-up CTA: We ensure that new visitors know how to create a Bitget account easily and quickly by prominently featuring a clear sign-up call-to-action.
Our ambassador: We highlight our ambassador to build trust with new visitors, leveraging their influence to instill confidence in our platform.
Metrics
Regist rate:
65 countries with at least 100 visitors to the homepage, 51 with an increase in click through rate and 14 with a decrease in click through rate
Developed regions had a 4.88% increase in click-through rates.
The middle region had seen a slight decrease in click-through rates.
Developing regions like the South East Asia version had a 14.84% increase in click-through conversion.
Regions with significant click through rate increase
USA, ⬆️ 20.97%
German, ⬆️ 11.37%
Hong Kong, ⬆️87.9%
Ukraine ⬆️34.58%
Netherlands ⬆️147.32%
Regions with click through rate decrease
Turkey, ⬇️14.46%
Canada ⬇️14.16%
🎉 🎉 🎉
👍 Drawing from successful experiences, including following a solid design process, defining clear project goals, and valuing user feedback and data, we learned from the website redesign and proceeded to initiate the rebuilding of our product on the mobile side.
Firstly, we focused on user onboarding experience. Learn more about app ➡️