Summary

Atlaz is a digital learning platform providing IELTS and TOEFL Prediction Tests for users preparing for official exams. The IELTS and TOEFL product pages serve as the main entry points from paid advertising campaigns, making them critical for converting traffic into registered users and buyers. Despite strong traffic volume, both pages experienced high bounce rates and low conversion performance. This project focused on redesigning the product landing pages to improve clarity, trust, and content flow, helping users better understand the product value and confidently take action.

Client

PT Atlaz Belajar Bahasa

Goals
  • Reduce bounce rate on IELTS and TOEFL product pages
  • Improve message clarity for users coming from paid ads
  • Increase user confidence through trust and credibility signals
  • Guide users more effectively from understanding the product to taking action
  • Optimize mobile experience for conversion-focused traffic
Process
  1. Problem Identification & Traffic Context
    Identified that most users arrived from paid ads with high intent but left early due to unclear messaging, weak trust signals, and premature pricing exposure.
  2. Above-the-Fold Messaging Optimization
    Refined headline and subheadline to clearly explain what the test is, who it is for, and how it helps users prepare for IELTS and TOEFL exams. Messaging was aligned with ad expectations to reduce cognitive friction.
  3. Trust & Credibility Enhancement
    Added visible trust elements near the top of the page, including method explanation, clearer testimonials, and product credibility cues to reduce hesitation.
  4. Content Hierarchy & User Flow
    Reorganized page sections to guide users from understanding → trust → action. Pricing information was positioned after users understood the product value.
  5. Low-Risk Entry Strategy
    Highlighted free test access and sample results as early, low-friction CTAs to encourage exploration before purchase commitment.
  6. Pricing Guidance & Package Clarity
    Improved pricing presentation with clearer package comparison and simple guidance to help users choose the most suitable option.
  7. Mobile Conversion Optimization
    Optimized above-the-fold layout, CTA visibility, and scrolling experience to support mobile-first traffic.
Sitemap
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Userflow
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Information Architecture
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Mockup
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Design System
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Pages
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