Videocation: Web Analytics, SEO, and Conversion Optimization

The Project

The goal was to identify pain points across the entire purchase funnel and recommend improvements. We approached this through web analytics, SEO analysis, and UX research to understand where users were dropping off and why.

Research & Analysis

Payment and Signup Flows Web analytics showed clear friction in the payment and signup process. User interviews in Barcelona confirmed what the data suggested: the email + code flow was creating unnecessary barriers, especially on mobile. We discovered that over 90% of Spanish visitors were coming via mobile devices, yet the experience wasn't optimized for that reality.

The recommendation was straightforward: rework the flows to reduce friction. Incorporate Google SSO for simple signup and implement Google Pay and Apple Pay for checkout. On mobile, this transforms the process from 4-8 steps involving an email code into essentially 2 clicks. For the Spanish market especially, Google Pay was the dominant preference—Apple Pay isn't as prevalent there as it is in Norway.

Marketing Page and Landing Page Research The marketing page was the start of the conversion funnel, so we included it in the scope. We analyzed over 100 different online businesses—large and small e-commerce sites, other e-learning platforms, therapy services, bike subscriptions, yoga subscriptions, and banks. We mapped these against established standards for converting landing pages and funnels to understand what actually works.

Recommendations and Rework

Based on this research, we reworked the marketing page and defined the information architecture in collaboration with stakeholders across sales, customer success, and e-learning content. The goal was to align everything toward a single objective: getting your ducks in a row before someone arrives at the signup flow. Clear messaging, proper information hierarchy, and eliminating unnecessary friction before checkout.