Case Study · EdTech · almentor
Transforming almentor's Signup & Activation Funnel: A Data-Driven UX Success Story
almentor is one of MENA's leading Arabic-language digital learning platforms. This case study covers how we identified critical friction points in the signup and activation journey and redesigned the experience to directly improve conversion rates and business growth.
9.7%
of visitors initiated signup
4%
completed signup
66%
dropped off at email verification
3%
free users converted to paid
The Challenge
A Friction-Filled Signup & Activation Flow
We were facing critical inefficiencies in our signup and activation funnel, directly impacting conversion rates and business growth. A UX audit combined with data analysis surfaced three interconnected problem areas.
Signup Friction & High Drop-off Rates
- —Only 9.7% of visitors initiated signup, and just 4% completed it.
- —66% of email signups dropped off at verification — the single biggest bottleneck in the funnel.
- —Only 8.5% of users who signed up completed a payment within 7 days.
User Journey Bottlenecks
- —Users clicked “Subscribe Now” expecting to proceed but were redirected to the Login page instead of Signup — causing confusion and drop-offs.
- —The 14-step journey before accessing content was overwhelming.
- —Users had to verify their email before exploring any content, creating unnecessary friction.
- —The subscription page lacked visibility on key benefits, reducing trust and decision-making confidence.
- —Only 3% of free course users converted to paid plans.
Business Impact
- —90% of traffic came from paid ads, but most users had low purchase intent — burning acquisition spend with minimal return.
- —A high customer acquisition cost (CAC) made it difficult to scale profitably.
Without reducing friction and improving engagement, almentor's ability to convert users into paying subscribers was severely limited.
The Solution
A Seamless, Data-Driven Signup & Activation Experience
To remove friction and increase conversions, we redesigned the entire user journey based on data insights and behavioral patterns across six key improvements.
Redirecting Users to Signup Instead of Login
Before
Users selecting a plan were sent to the Login page, causing confusion for new users.
After
Clicking "Proceed" now leads directly to Signup, aligning with user expectations.
Projected Impact
Conversion rate increase projected from 7.92% to 29.32%.
Introducing a Free Plan to Increase Activation
Before
Free courses were available but didn't engage users, leading to a 3% conversion rate.
After
Activated free plans for all new users after signup, allowing them to explore content before committing.
Projected Impact
More engaged users → Higher conversion from free to paid subscribers.
Making Email Verification Optional
Before
Users had to verify their email before seeing any content, causing a 66% drop-off.
After
Users can skip email verification and immediately explore courses. Verification is only required before payment.
Projected Impact
Drop-off at verification reduced from 66% to under 20%.
Prioritising Social Logins
Before
Email was the default signup method, but mobile users strongly preferred Google login.
After
Google login became the primary option on mobile. Apple login was added to web.
Projected Impact
Higher signup completion rates by reducing authentication friction.
Optimising the Subscription Page for Clarity & Decision-Making
Before
The subscription page lacked clear benefit statements, FAQs, and social proof. Users weren't sure what they were getting for their money.
After
Added key benefits, FAQs, and social proof (client logos, testimonials). Improved CTAs — changed "Proceed" to "Subscribe Now" to set clearer expectations.
Projected Impact
Higher subscription conversions by improving decision confidence.
Simplifying Checkout & Payment Flow
Before
The payment step had unclear options, leading to hesitation and abandonment.
After
Added multiple payment options, clearer order summaries, and an improved CTA ("Subscribe Now").
Projected Impact
More completed checkouts and higher revenue per visitor.
Business Impact
Data-Driven Growth & Higher Conversions
Projected improvements based on testing and analytics:
10.05% → 26.74%
Signup to subscription conversion increase
66% → under 20%
Email verification drop-off reduced
12% fewer
CX support tickets related to login issues
Lower CAC
By converting more users organically through free access, reducing dependency on paid ads
Conclusion
How UX Became a Growth Lever for almentor
This case study highlights how UX strategy, data, and behavioural insights can directly impact business success. By identifying bottlenecks and simplifying the signup and activation experience:
- ✓Removed friction points across the entire onboarding journey.
- ✓Improved conversions and user engagement.
- ✓Optimised acquisition spend by improving organic activation.
Great UX isn't just about design — it's about solving business challenges with user-centric strategies.