• Brand:  Thrive Market
• Role:  Lead Designer
• Photography:  Marketing Team

Identifying conversion challenges

When we began working on Thrive Market’s membership growth initiative, the first challenge was understanding why visitors weren’t converting. Heat mapping revealed most user engagement occurred above the fold on the landing page, but this area wasn’t being used effectively to communicate Thrive’s unique value. User studies confirmed that visitors struggled to understand what the company offered and even believed there were purchase requirements tied to membership. These misconceptions created unnecessary friction and prevented users from fully appreciating the benefits of joining Thrive Market.

Optimizing the conversion funnel

To address these issues, we focused on optimizing clarity and reducing barriers to entry. First, we revamped the above-the-fold content to prominently feature membership benefits like savings, exclusive product access, and risk-free guarantees. Simplified messaging clarified that purchases were optional, and benefits came directly with membership. Additionally, we conducted A/B tests on pricing formats, including presenting membership costs as smaller weekly amounts, which made the fee feel more approachable and less intimidating for cost-sensitive users.

Positive results from changes

The impact of these changes was significant. Membership conversions increased by 2% quarter-over-quarter as visitors found the updated landing page easier to navigate and more transparent. The enhanced clarity also helped reduce cancellations, as members felt more confident about the value they were receiving. These improvements addressed not only the immediate drop-off issues but also created a foundation for sustained engagement, helping Thrive Market appeal to a wider audience while retaining existing members.