Main OKRs
Improve engagement toward 70%, reduce early drop-offs, clarify CTA consistency
Live URL
Role
Lead UX/UI Designer
Tools
XD / Miró / Hotjar / GA / Midjourney
Industry
eLearning / EdTech
As part of Rosen’s broader conversion strategy, I optimized the Above-the-Fold (ATF) experience across Homepage, Course Catalogue, and Product Pages to reduce early drop-offs and improve conversion clarity.
Hotjar and GA showed strong hero engagement but sharp drop-offs after the first fold. On mobile, only 22% of users reached the bottom forms, and on product pages only 17% scrolled to the syllabus. CTAs also competed against each other, with inconsistent “Enroll Now” and “Request Info” flows.
I applied a leaner two-column hero layout balancing text and CTAs with visuals. Trust elements, such as the Hebrew University badge and Trustpilot ratings, were elevated into ATF, and mobile layouts were optimized with tighter spacing and sticky CTAs. I also standardized CTAs across devices to remove friction and confusion.
The redesign clarified CTA flows, increased scroll depth, and elevated credibility earlier in the journey. It also created a scalable ATF template that could be reused across Rosen’s key pages.
