Parsley Health · Senior Frontend Engineer · 2021 – 2022
Doubling signup conversion for a modern healthcare brand
125%
increase in signup conversion
- React
- Next.js
- TypeScript
- A/B testing
- Analytics instrumentation
Challenge
Parsley Health’s join flow was the last mile of its primary acquisition channel, and it was leaving members on the table. Steps were long, pages were slow, and every change shipped with the risk of hurting conversion for everyone at once.
Approach
I worked on the redesign of the join flow as part of the growth engineering team, iterating with growth and marketing on one hypothesis at a time. Each change went out as a controlled rollout to 10% of visitors before full launch, so we could read the numbers before committing. Alongside the UX work I improved load speed, accessibility, and responsiveness through the flow.
Outcome
Signup conversion increased 125% over the engagement, with faster pages and safer releases as a by-product. The controlled-rollout habit outlived the project.