[ OVERVIEW ]
Conversion by Design: How Tagmango’s Migration went from Flat UX to Growth Engine in 2023
Conversion by Design:
How Tagmango’s Migration went from Flat UX to Growth Engine in 2023
Leads
+340%
Free Trials
+180%
MNTHLY REC Revenue
+290%
Leads
Leads
+23%
+23%
Free Trials
Free Trials
+31%
+31%
Monthly Recurring Revenue
MNTHLY REC Revenue
+20%
+20%
[ THE CHALLENGES ]
From brand–creator marketplace to a creator-first growth engine
TagMango as a brand–creator marketplace, with a consumer-style tone, shallow information architecture, and unclear conversion paths. This conflicted with TagMango’s evolved product focus: creators launching courses, workshops, memberships, and communities under their own brand. The result was low message–market fit, weak scannability on mobile, and diluted trust.
[ THE CHALLENGES ]
From brand–creator marketplace to a creator-first growth engine
TagMango as a brand–creator marketplace, with a consumer-style tone, shallow information architecture, and unclear conversion paths. This conflicted with TagMango’s evolved product focus: creators launching courses, workshops, memberships, and communities under their own brand. The result was low message–market fit, weak scannability on mobile, and diluted trust.
Problems the redesign addressed:
Problems the redesign addressed:
Narrative mismatch
Copy and hero framing didn’t speak to creators’ immediate goals (launch, monetize, grow).
Narrative mismatch
Copy and hero framing didn’t speak to creators’ immediate goals (launch, monetize, grow).
Information architecture:
Shallow navigation and fragmented sections made discovery of key capabilities (DRM/anti-piracy, branded apps, automations) difficult.
Information architecture:
Shallow navigation and fragmented sections made discovery of key capabilities (DRM/anti-piracy, branded apps, automations) difficult.
Conversion design
Book a Discovery Call” and “Start Free” were not consistently visible, and proof (metrics, stories) appeared late or sparsely.
Conversion design
Book a Discovery Call” and “Start Free” were not consistently visible, and proof (metrics, stories) appeared late or sparsely.
Weak first-fold clarity
Value took too long to become obvious; early proof and signature differentiators weren’t visible above the fold in legacy conten
Weak first-fold clarity
Value took too long to become obvious; early proof and signature differentiators weren’t visible above the fold in legacy conten
Trust density
Sparse testimonials, delayed metrics, and underplayed outcomes reduced confidence for transaction-heavy decisions (moving courses, switching platforms)
Trust density
Sparse testimonials, delayed metrics, and underplayed outcomes reduced confidence for transaction-heavy decisions (moving courses, switching platforms)
Problems the redesign addressed:
Narrative mismatch
Copy and hero framing didn’t speak to creators’ immediate goals (launch, monetize, grow).
Information architecture:
Shallow navigation and fragmented sections made discovery of key capabilities (DRM/anti-piracy, branded apps, automations) difficult.
Conversion design
Book a Discovery Call” and “Start Free” were not consistently visible, and proof (metrics, stories) appeared late or sparsely.
Weak first-fold clarity
Value took too long to become obvious; early proof and signature differentiators weren’t visible above the fold in legacy conten
Trust density
Sparse testimonials, delayed metrics, and underplayed outcomes reduced confidence for transaction-heavy decisions (moving courses, switching platforms)
[ approach]
The strategy re-centered the story around “build your own learning social network” with a clear, predictable path to action
[ approach]
The strategy re-centered the story around “build your own learning social network” with a clear, predictable path to action
Reposition to “your own learning social network” with a creator-first narrative.
Reposition to “your own learning social network” with a creator-first narrative.
Conversion-first scaffolding: persistent CTAs, reduced form friction, context-aware secondary actions (Watch Demo, Explore Templates).
Conversion-first scaffolding: persistent CTAs, reduced form friction, context-aware secondary actions (Watch Demo, Explore Templates).
Positioning: from campaign marketplace to creator monetization platform—courses, workshops, memberships, communities—under a creator’s own brand.
Positioning: from campaign marketplace to creator monetization platform—courses, workshops, memberships, communities—under a creator’s own brand.
Narrative architecture: Who it’s for → What you can build (the four pillars) → Why TagMango (differentiators) → Proof (metrics, creator stories) → Actions (Book a Call, Start Free).
Narrative architecture: Who it’s for → What you can build (the four pillars) → Why TagMango (differentiators) → Proof (metrics, creator stories) → Actions (Book a Call, Start Free).
[PROCESS]
Building Blocks of the Redesign
Outcome-led homepage: quantified proof early, pillar overview, differentiator strips (live upsell, DRM/anti‑piracy, branded apps, automations), and recognizable creator wins.
Outcome-led homepage: quantified proof early, pillar overview, differentiator strips (live upsell, DRM/anti‑piracy, branded apps, automations), and recognizable creator wins.
Outcome-led homepage: quantified proof early, pillar overview, differentiator strips (live upsell, DRM/anti‑piracy, branded apps, automations), and recognizable creator wins.
Features pages: Focused explanations and visuals for live in-session upsell, content protection, branded iOS/Android apps, and WhatsApp/email automation workflows.
Features pages: Focused explanations and visuals for live in-session upsell, content protection, branded iOS/Android apps, and WhatsApp/email automation workflows.
Features pages: Focused explanations and visuals for live in-session upsell, content protection, branded iOS/Android apps, and WhatsApp/email automation workflows.
Components and copy: Reusable hero variants, benefit clusters, proof bands, comparison sections, FAQs, sticky CTAs; precise, benefit-first copy grounded in product reality.
Components and copy: Reusable hero variants, benefit clusters, proof bands, comparison sections, FAQs, sticky CTAs; precise, benefit-first copy grounded in product reality.
Components and copy: Reusable hero variants, benefit clusters, proof bands, comparison sections, FAQs, sticky CTAs; precise, benefit-first copy grounded in product reality.
Instrumentation: Tracking plan and event naming to analyze journeys for Book a Discovery Call, Start Free, and Watch Demo.
Instrumentation: Tracking plan and event naming to analyze journeys for Book a Discovery Call, Start Free, and Watch Demo.
Instrumentation: Tracking plan and event naming to analyze journeys for Book a Discovery Call, Start Free, and Watch Demo.
[ research & Ideation ]
01- Survey
DAYS
16
16
QUESTIONS
11
11
PARTICIPANTS
29
29
I audited the archived site to map narrative gaps, friction points, and missing trust signals. I then reviewed the redesigned landing and features references to codify working patterns and where to push further. Current product capabilities were inventoried—courses, workshops with live upsell, memberships, gamified communities, DRM/anti-piracy, branded apps, WhatsApp/email automations—so messaging could be benefit-led and specific
Hotjar Analytics review of top paths, drop-off points, and CTA click-throughs.
Competitor and adjacent benchmarking (creator platforms, LMS, community tools).
8 rapid usability reviews with target creators (course, workshop, and membership-led).
Content inventory to identify duplication and dead-ends, then mapped jobs-to-be-done.
[ research & Ideation ]
01- Survey
DAYS
16
QUESTIONS
11
PARTICIPANTS
29
I audited the archived site to map narrative gaps, friction points, and missing trust signals. I then reviewed the redesigned landing and features references to codify working patterns and where to push further. Current product capabilities were inventoried—courses, workshops with live upsell, memberships, gamified communities, DRM/anti-piracy, branded apps, WhatsApp/email automations—so messaging could be benefit-led and specific
Hotjar Analytics review of top paths, drop-off points, and CTA click-throughs.
Competitor and adjacent benchmarking (creator platforms, LMS, community tools).
8 rapid usability reviews with target creators (course, workshop, and membership-led).
Content inventory to identify duplication and dead-ends, then mapped jobs-to-be-done.
02- User Research
02- User Research
As part of the redesign process, I conducted usability testing sessions and structured questionnaires with creators who fit our target audience (coaches, educators, solopreneurs). The goal was to:
Siraj, 28
Siraj, 28
Fitness Coach
Fitness Coach
"Honestly, I wasn’t clear what TagMango wanted me to do. At first, it looked like a site for brand shoutouts, not a platform for building courses.”
"Honestly, I wasn’t clear what TagMango wanted me to do. At first, it looked like a site for brand shoutouts, not a platform for building courses.”
Siraj, 28
Fitness Coach
"Honestly, I wasn’t clear what TagMango wanted me to do. At first, it looked like a site for brand shoutouts, not a platform for building courses.”
Rimona, 25
Rimona, 25
Fashion Micro-Influencer
Fashion Micro-Influencer
“I scrolled a lot and still couldn’t figure out where the course tools were. The language was vague, and I gave up after a minute.
“I scrolled a lot and still couldn’t figure out where the course tools were. The language was vague, and I gave up after a minute.
Rimona, 25
Fashion Micro-Influencer
“I scrolled a lot and still couldn’t figure out where the course tools were. The language was vague, and I gave up after a minute.
Key Takeaways:
Key Takeaways:
83% confused about our core offering within 30 seconds
67% couldn't find course creation capabilities
75% bounced before seeing differentiators
Only 25% understood we offered branded apps
03- Wireframing
03- Wireframing
As part of the redesign process, I conducted usability testing sessions and structured questionnaires with creators who fit our target audience (coaches, educators, solopreneurs). The goal was to:
04- Iterations on High-Fidelity screens
04- Iterations on High-Fidelity screens
As part of the redesign process, I conducted usability testing sessions and structured questionnaires with creators who fit our target audience (coaches, educators, solopreneurs). The goal was to:
[ final SOLUTION ]
Introducing a new era of TagMango: Redesigning for Trust, Scale, and Creator Success
1. Niche-wise navigation
1. Niche-wise navigation
1. Niche-wise navigation
We introduced niche-wise navigation that directs users straight into sections like Courses, Workshops, Memberships, or Communities
We introduced niche-wise navigation that directs users straight into sections like Courses, Workshops, Memberships, or Communities
2. Features and Infographics
2. Features and Infographics
2. Features and Infographics
We designed a streamlined flow that lets users move from high-level features to in-depth actions seamlessly, reducing confusion and improving conversions
We designed a streamlined flow that lets users move from high-level features to in-depth actions seamlessly, reducing confusion and improving conversions
3. Infographic showcase
3. Infographic showcase
3. Infographic showcase
We introduced custom infographics to break down complex features into simple, visual stories.
4. Designed a tool showcase section to highlight core features with clarity and ease of use
4. Designed a tool showcase section to highlight core features with clarity and ease of use
4. Designed a tool showcase section to highlight core features with clarity and ease of use
We designed a clean showcase that visually highlights each tool with intuitive icons and layouts. The section emphasizes clarity by pairing feature cards with an in-context product screen
We designed a clean showcase that visually highlights each tool with intuitive icons and layouts. The section emphasizes clarity by pairing feature cards with an in-context product screen
5. Resources Page
5. Resources Page
A centralized hub that makes all guides, blogs, and teplates easily accessible.Designed for quick discovery, helping users find exactly what they need without friction.
A centralized hub that makes all guides, blogs, and teplates easily accessible.Designed for quick discovery, helping users find exactly what they need without friction.
