Case study: Designing a Landing Page for the educator 'Commerce Baba' to increase the sign-up rates for his courses.
Hey, thanks for hopping in; now that you're here, through this case study, I'll try to give you a walkthrough of the landing page I designed and my thought process behind creating it for 'Commerce Baba.'
💡 For some context-
Commerce Baba is a Youtube channel with 686k Subscribers, run by the creator Ashish Choudhary, with a mission to provide a fun learning experience for Commerce students through his content and help them build solid foundations in their core subjects.
🤔 Why am I designing this landing page in the first place?
So, I got this visual design task at 10k Designers, where I had to design a Landing page for an Internet creator that solves any of their problems related to their content or business and helps improve their discoverability.
Also, I wanted to design this landing page for a creator whose content shares the closest proximity with me so that I can explore the visual side of things more efficiently, simultaneously creating a landing page i.e. valuable for the creator's business and content discoverability.
❓ What's the Problem Statement?
Design a landing page for the creator ‘Commerce Baba’ to bring all his paid courses and other community benefits and his content’s vibe into a landing page.
🎯 What're the goals this Landing page should achieve?
- It should provide a complete picture to potential students to make a better choice while choosing a course.
- It should increase the Sign-up rates on his paid courses for the batch 2022–2023.
- It should help Commerce Baba evolve as an Internet educator brand and increase its discoverability.
Now, Let's go through the process of how I discovered the Problems in the first place and broke them down to figure out different solutions.
🔦Exploration -
I started by exploring the content of CB to understand the overall vibe of his content, which later helped me define the Visual language for the landing page and find gaps to create a better solution.
💡Key Insights -
- Commerce Baba's content is in two categories, i.e. Free and Paid.
- Most of his free content covers the students preparing for their boards.
- The paid content caters for both classes, 11th as well as 12th commerce students.
- The Free content is available to all, and anyone willing to learn can easily access it, and they get limited access to the Discord channel.
- The Paid content is available to a limited number of students who can afford to pay and want to learn in a more structured manner, and benefits like lifetime access to the entire Discord channel and guest sessions from professionals for overall development.
✨ Opportunity -
The landing page will help Commerce Baba to nudge the potential students consuming his free content into a paid one by providing them the full picture of the benefits they will be getting by becoming a paid student of Commerce Baba.
📐Information Architecture- using AIDA framework
As I design this landing page, it's necessary to prioritise and structure the required information accordingly so that it can nudge potential visitors to buy the course and serve the purpose for which it's designed. So I tried to achieve it using the AIDA framework.
Let's quickly discuss what's AIDA framework is and how it fits in our scenario -
- Attention- It's the most crucial part of any landing page as it's the only chance to capture the visitor's attention and motivate them to move forward.
- Interests- After we have the visitor's attention, it's necessary to align that attention with the visitor's interest to help them move forward and understand what's in there for them.
- Desire- At this point, the visitor is highly motivated to take action, so it's crucial to present them with an offer that touches their pain point and helps them to connect with the product or service.
- Action- After aligning the product or service with what the visitor was looking for, we should place the prompt at the right place and time to convert that potential visitor to a customer.
Now, after understanding the AIDA framework, I directly started iterating on wireframes to visualize the layout and get started with the designs.
✍🏻Wireframes
I mostly tried to visualise the Landing page by jumping directly into the wireframe, trying different iterations for each section, and finalising with these two- three rough ideas and exploring them further while designing.
🎨Style Guide
I initially thought of going with a Light theme, but it wasn't going well with the content he was posting. After observing a few of his live streams, I realised the vibe of his class was relatively modern, energetic and chill, which was different from a typical classroom vibe.
That's why I decided to give Dark theme a shot.
✨ The Landing Page ✨
Let's go through each section individually, and understand my decisions behind designing them.
👀 Hero Section
The most crucial part was designing an intuitive hero section, as the visitor will land in that section. If we don't give them a nice visual hint of what's ahead, they'll possibly lose the motivation to explore the rest of the page, and we'll lose a potential visitor.
- I tried to bring the classroom vibe by providing a blackboard background with chalk doodles followed by the creator's most loved dialogue, "Iss baar bae nahi baba ji", to bring a personal touch.
- I didn't want to fill up the Hero section with much text and information, so I kept it simple with a welcome message to the visitors followed by two CTAs to help visitors make a choice and move forward.
- I kept the 'Let's go' CTA as a primary one so that visitors familiar with the creator's content can directly jump to the course section if they wish to compare and select the courses.
🤔 Why choose Commerce Baba?
In this section, I tried to provide the visitor with the necessary information about the unique benefits they'll be getting by enrolling on a course or joining their Community so that if it aligns with their interests, it can help them to decide and register for a course further on the landing page.
💭 Why I started Commerce Baba?
We often hear this line that 'people connect through stories'; that's the reason why I went ahead with the ideology to add this section and made sure it tells the vision of the creator so that it brings a factor of trust and helps the visitor connect with the story and move ahead with an increase in motivation to enrol for a course or even joining the free Community.
🧑🏻🏫Our Courses
This section conveys the benefits and pricing of the courses the creator offers and the price difference between the courses to encourage the user to take action and enrol for a course by placing the CTA just below the courses.
Also, as only two core courses were available currently, I placed them adjacent to each other so that students could compare and choose the one they wanted to go ahead with, followed by a CTA.
🥰 Our Wall of love
This section of the Landing page provides social proof in the form of reviews from the students of the previous batches who've shared their experiences; the reason for placing it at this point of the landing page was that if any student/visitor is still doubtful about enrolling on a course, it will nudge them to rethink about enrolling into a course.
🫂 Be a part of the Community
This section introduces the visitors to the discord channel of Commerce Baba, where most of his loyal audience hangs out. If a new visitor joins the discord community, it'll help the creator keep those visitors up to date with the updates and nudge them to buy their practice test papers when the board exams are near, which are one of their core USPs.
💻 Full Landing Page
Here are the final designs for Mobile and Web
🎁 My Learnings
So, I gathered a bunch of learnings from this task. I'll try to state them here one by one -
- Breaking down a big overwhelming task into multiple small parts and prioritising those tasks helped me to finish each of those parts efficiently and on the given timeline.
- Documenting and keeping my Figma files organised helped me get better mental clarity while going back and forth during the process, getting structured feedback from my mentors, and iterating on them accordingly.
- Staying close to people who provide actionable feedback helped me to iterate on my designs faster and take better decisions throughout the project.
Also, I’m currently looking for a great design team to grow and work with, and open to opportunities as a Product Designer, so please feel free to reach out to me on Twitter or LinkedIn, will love to have conversation.🤝
🤗 Also, thanks to Zainab Delawala for the constant constructive feedback and critiques.
Yoo !! The journey of my first case study ends here -
I hope you enjoyed reading the case study, as I've enjoyed working on it, and if you liked it, your appreciation would be precious to me. Do show me your appreciation by holding that clap button :)))
