Increasing conversions through UX and passwordless logins

Addressing user barriers and concerns to improve retention through design

The problem

Thirsty Scholars Partnership is a team of educators and learning enthusiasts, dedicated to providing flexible self-paced training courses to teachers and other school staff wanting to improve their careers in education. 

Despite a highly talented team and ambitious growth plans Thirsty Scholars Partnership’s current offering faced a number of problems:

  • Poor design and UX that damaged retention
  • Slow site speeds that frustrated learners
  • Lack of market-differentiating features
  • Insufficient reporting to keep clients informed

The solution

Once we had identified the challenges the way forward was clear; create a high performance, customer orientated LMS with considered user experience at its core. In order to do this we needed to:

  • Reduce support tickets by improving UX and functionality
  • Increase site speeds by custom-building performance driven plugins
  • Improve conversion rates and client retention

Improving conversion rates

This was key to the success of Thirsty Scholars Partnership as the low conversion rate from the free trial to the full subscription hindered their growth. The free trial was often offered to training managers assessing the platform for their team, so creating a positive first-impression was critical to the success of the project.

Passwordless sign in

The poor UX also resulted in a lot of support tickets, which took the team out of more meaningful work. One of the biggest areas of concern was logging in where users often forgot their passwords due to infrequent signing in. We created a password-free secure login for all their users that worked by emailing users a magic-sign in link. Look ma, no passwords!

Site speeds

37% of visitors bounce when a site takes more than five seconds to load (Trinity, 2019). So it was essential that we improved performance in order to increase conversions on the site and retain existing users. By stripping back heavy, bloated plugins and rebuilding the LMS from the ground up with performance in mind, we were able to reduce page load speeds from 10-20 seconds to 0.75 seconds.