Dan Kornberg
← UX writing at Wix

Wix Partners · lead UX writer

How content fixed a leaky sign-up funnel

In Q4 of 2021, Wix management decided the Partners group would become a company focus. The group builds products for users who create sites for clients. Key roles went to new people: I was promoted to the group’s lead UX writer, alongside a new Head of Group, Head of Product, and lead UX designer.

One of the first items on my agenda was to map and improve every bit of copy in the product: dozens of screens, empty states, error messages, and hard-to-find nooks and crannies. To my surprise, the content on one of the most important screens in my domain was lacking. It affected many of our KPIs, so I was excited to take it on.

The problem

It wasn’t clear right off the bat that this was a sign-up for the Wix Partner Program, or that the program was for people who create websites for clients. Anyone who runs a business would find a central place to manage clients and workflows appealing. There was a lot of text on the screen, but it didn’t drive the point home, and the value wasn’t tailored to the audience.

Before and after

Before The old sign-up: Manage your clients and workflow in one place, with a long form and a Get Started button.
After The new sign-up: Get more when you create websites for clients, a short list of benefits, and a Become a Wix Partner button.

What changed, and why

Each number is one of my notes from the time. Hover or tap one to see what it’s about.

The new sign-up and its optional form, with six numbered notes.
  1. 1The entry pointThe previous CTA was “Partner Dashboard.” The new entry point, “Become a Partner,” makes more sense for users who aren’t partners yet. I also added a first-time hint to draw potential partners’ attention when it appears in their top bar.
  2. 2The headerIt helps users understand what it means to be a partner at a glance. Do you build websites for clients? This is for you. Let us help you succeed.
  3. 3The sub-headerIt includes three terms partners commonly use to describe themselves and their business. The line breaks on purpose, so the word “free” is easy to scan.
  4. 4The bulletsBulleted lists are easy to scan. I ordered them based on data and insights from our Business Analysts, the Marketing team, and Customer Success agents.
  5. 5The title and CTATitles and CTAs should carry most of the message on their own, even if users don’t read any of the text in between. Here, they do just that.
  6. 6The formWe made it optional. It wasn’t necessary friction, and getting this data at this point wasn’t important enough to lower the conversion rate.