Key Takeaway
We redesigned CleanMyMac's homepage to address trust concerns and explain how the app solves common macOS user problems by freeing up space, increasing speed and improving productivity. Our optimization strategy resulted in a 20% increase in conversion rate.
Client Overview
CleanMyMac, developed by a leader in the Mac software ecosystem, MacPaw, is a subscription-based app designed to clean and maintain macOS devices by removing junk, duplicates, and performance issues. It helps users optimize their systems, improve performance speed, and protect against malware, providing trusted tools to maximize macOS productivity.
Opportunity Background
The homepage is the first step in CleanMyMac's conversion funnel, making it critical to driving users to subscriptions. While the homepage was performing well, the data showed room for improvement. User surveys indicated trust issues and a lack of clarity about how the app worked, leading to hesitation to subscribe. Analytics showed that many users were leaving before reaching key conversion points on the homepage, such as the features section and subscription offer section, signaling missed opportunities to convert visitors into paying subscribers.
Solution
Overall, the research showed that some users had concerns about trust, understanding product functionality, and navigating content effectively. To address these challenges, we implemented a series of homepage enhancements to build trust, clarify product value, and engage users at critical decision points.
- Trust indicatorsTo position CleanMyMac as a credible market leader, we added trust badges that showcase awards and achievements, reinforcing its brand equity. A money-back guarantee was added to the home page to reassure users and mitigate the risk of purchasing the product.
- Improved product communicationWe redesigned the features section to focus on the results users can achieve with CleanMyMac, rather than presenting features through product-based communications. Using the Jobs-to-be-Done framework, we identified key problems that users were trying to solve, including slow Mac performance, low disk space, and potential malware threats. This framework allowed us to clearly outline each problem and demonstrate how CleanMyMac effectively addresses them.
Our messaging shifted to pain-based communication, helping users immediately connect their problems to CleanMyMac's solutions. Instead of emphasizing features, we focused on showing the results users could expect, such as optimized MacOS performance, clutter-free space, and a malware-free system. We also added independent reviews from TechCrunch to address the lack of credible feedback.
Results
The optimized home page positioned CleanMyMac as a trusted leader by highlighting its achievements and reinforcing trust. This improved user experience reduced initial homepage drop-offs and encouraged more users to explore additional information presented later on the page. As users scrolled through the homepage, they encountered content specifically tailored to their pain points, created using the Jobs-to-be-Done framework and pain-based communication.
Key results include: