Why we’re doing this
The mailing list completion page is shown to a lot of users as the mailing list has a high-volume of sign-ups, however, the current version isn't working as well as it could. While it shows some dynamic content based on user responses when users go into the welcome guide from this page it isn’t genuinely personalised or engaging. The Welcome guide, which is more inspirational and tailored, is hidden behind a link on this page. It’s only shown to some users and has limited visibility so doesn’t get much traffic but has accessibility issues. Rather than try to fix the Welcome guide in isolation, we decided to bring its best bits, the personalisation, inspiration, and clarity into the completion page itself so more users can benefit directly reducing a step for users and making it easier and more engaging to view the content.
What we did
We ran a workshop to look at the current (as-is) mailing list completion page and explore how we could improve it.
From that session and follow-up work, we’ve:
- added a clearer link to request a teacher training adviser to drive more users to support.
- added a banner component to bring in line with design of other pages make the page feel more engaging.
- removed the box styling around "Book a call" to de-emphasise the old call to action and better integrate it with adviser content.
To test and learn
We want to test:
- whether users are more likely to engage with advisers now that the content is surfaced more clearly.
- if the changes encourage more exploration of next steps post sign-up.
- what impact the removal of the welcome guide has on user journeys and satisfaction.
Reviewing the content
We’re reviewed the copy on the page to make sure it:
- feels personal and motivating without being overbearing.
- is accessible and works across different user needs.
- aligns with what we know about the user’s mindset at this point in their journey.
