Jed Writes

CASE STUDY: LEGALZOOM NONPROFIT PAGE

Context & goals

LegalZoom was redesigning many of its pages for the first time in several years. I was tasked with updating the content of the nonprofit formation page. The company was eager to see more growth in this area of its business. 


My role

Working closely with a visual designer, I overhauled the page's content and information architecture to meet our business goals and help more people form nonprofits.


Process

I looked at quantitative data, collaborated with a designer on the layout of the page, ran A/B tests with new messaging concepts, and delivered revised content for the page. 

Step 1

We reviewed data on the existing page and saw that roughly 80% of people viewed the hero section of the page only (they didn’t scroll down).

This was the existing hero section. Insights from data confirmed the importance of this section and our need to connect with users quickly. 

Step 2

We were still concerned about the 20% of users who did scroll down. User research revealed that these users found the page intimidating and overwhelming. We hypothesized that the page could benefit from more human language, consolidation (putting FAQs in a central place), and changing the information hierarchy (moving FAQs higher up).

This was what a user saw below the hero section of the existing page.

Step 3

Because we knew the hero section was extremely important, I created new messaging for this section first and set up A/B testing. My goal was to use more accessible language and focus on benefits.

The initial results were very encouraging. Out of 100 users, 92 preferred the new messaging.

Step 4

The visual designer and I finalized the page with new messaging validated by A/B testing and a new page layout based on findings from user research (one important addition was a section on the very simple steps to form a nonprofit with LegalZoom).

I worked with a visual designer in Figma to finalize the new page.

Results

We saw great results after tracking the performance of the new page for two months. Roughly 25% more people started the nonprofit formation flow, and the new page was projected to increase revenue by $2 million per year.