Case Study: Cope Notes 2021
Increasing Customer Conversions:
7 Day Free Trial to Paid Subscription
Cope Notes is a digital service that sends daily bursts of positivity to support mental health. Using psychology and smart tech, Cope Notes delivers uplifting texts that boost positivity, connection, and healthy thinking.
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Problem
Cope Notes doesn't know why users aren't converting from their week-long free trial to paid monthly subscriptions.
Process
After collecting information, looking for themes, and extracting actionable insights, I laid out my recommendations and created an implementation plan for the team at Cope Notes.
Solution
To address the conversion problem, I reduced friction and closed gaps by examining internal data and conducting user testing to pinpoint specific areas for improvement.
My Role (UX Researcher)
Focusing on user research, I collaborated across teams at Cope Notes to gather insights, design tests, recruit participants, conduct interviews, synthesize findings, and implement a strategic plan based on real user needs.
Analyzing and Reviewing Existing Data
At Cope Notes, I used tools like Google Analytics, Metabase, and Hotjar to analyze user behavior on desktop and mobile.
This gave insights into trial data, usage patterns, bounce rates, user flows, and heat maps.
Stakeholder Interviews
Group Interview with founder, CEO, and engineering who expressed concerns regarding:​
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Declining and unexpectedly low conversion rates
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Negative product reviews
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Lack of user engagement
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Decreased site traffic
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Extremally high bounce rate off the landing page
Interview Script/Guide
Next, I designed a user interview series with a test script to understand how users interact with and perceive the Cope Notes experience.
Initial User Interviews
Total Participants = 10 ( 4 Male, 6 Female )
Interview Duration = 20-30 Minutes
Interview Location = In-person @ comfortable location
Goal = Get participants onboarded and record feedback and insights.
Initial Interview Findings
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4/10 participants expressed discomfort when asked to provide their cellphone number to the website.
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2/10 participants commented on the site looking loud or spammy.
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7/10 Participants expressed excitement about the features listed on the website.
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3/10 Participants stated they were unsure of what the service was or how it worked.
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All users were able to successfully sign-up for the seven day free trial.
Follow-up Interviews
Since Cope Notes offers a seven-day free trial for a mental boost, I scheduled follow-up interviews on the last day to capture user sentiment before and after their experience.
Total Participants = 10
Interview Duration = 30 Minutes
Interview Location = Remote via Zoom
Goal = Gain insight and feedback into the Cope Notes seven day free trial experience.
Affinity Mapping and Synthesizing Findings
The interviews revealed four key themes:
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Personalization
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Interactivity
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Content Connection
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Credibility
Looking at Findings
Messaging
Users found messages robotic, loved fun facts, and felt requests for deliverables were burdensome, leading some to disengage.
Interaction
Calls to action were unclear and inconsistent, and users felt messages needed more substance to match the value promised on the landing page.
Personalized
Participants felt the experience lacked personalization and uniqueness, making the price seem too high.
Recommendations
To boost conversions from the free trial to paid subscriptions, I identified three focus areas: Messaging, Site Interaction, and User Experience. I developed detailed recommendations for each, along with a forward-looking UX/UI improvement plan.
Messaging and Promised Content
Avoid exclusionary or triggering messaging, focus on fun and facts, and avoid homework or "asks." Ensure promised services on the homepage are delivered.
Refining User Interactions
Standardize the CTA, clearly link people to value, and gather more data to create targeted message campaigns.
Personalized User Experience
Personalize and humanize the content, add depth with sources and citations, and enable two-way interactions.
Outlining the User Journey
I used journey mapping to highlight user actions, pain points, and engagement opportunities, guiding future UI designers on user expectations and effective motivational strategies.
Reflection and Future Direction
The goal was to understand the user journey during the Cope Notes free trial and identify areas for improvement.
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My research led to:​
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31% increase in user satisfaction and engagement
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Higher user interaction with the platform
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Improved product value perception
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22% boost in conversions to paid subscriptions
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Next steps include ongoing user interviews, accessibility audits, standardizing elements, and enhancing page content.
