PRODUCT DESIGNER
I help companies to make their user's interaction experience fun and enjoyable while at the same time increase their ROI by implementing significant UX improvements.
I always strive for simple aesthetic solutions and usability. I love finding creative solutions, based on the outcome of in-depth research and data analysis.
Improving Activation at SE Ranking for 1M+ Users
My role
Boosting Activation at SE Ranking
Overview
SE Ranking is an all-in-one SEO platform used by more than 1M users worldwide. Despite strong adoption, the company struggled to convert free-trial users into paying customers and retain them beyond the first months.
Challenge
Most trial users never reached their Aha moment. They created a project, but often did not connect analytics or explore ranking insights, leading to drop-off before the trial ended and limiting conversion.
What I led
As Senior Growth Designer, I led research, design, and A/B test coordination in a cross-functional squad to identify activation moments and redesign onboarding into a guided journey that improved conversion and long-term retention.
Growth Lead (embedded in cross-functional squad: PM, 5 Engineers, 1 Designer, 1 Data Analyst)
I led research, design, and A/B test coordination
Jump to
Impact
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Trial-to-paid conversion increased from 3.7% to 8.9%
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Time-to-conversion dropped from 6.8 to 3.5 days
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Users described onboarding as clearer and less overwhelming
The Challenge
Our core research questions:
Which tool activations drive conversion and retention across different user cohorts (Agencies vs SMBs, Freelancers)?
What is the optimal frequency and timing of usage to define a “truly activated” user?
How can onboarding be redesigned to better surface these value-driving behaviors?
Research
Research questions
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Which activation behaviors correlate most strongly with conversion and retention?
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When do users need to experience value to become truly activated?
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How should onboarding be redesigned to surface those value-driving actions earlier?
Quantitative Research
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Dataset: 258,000 registered accounts between June 2023–Sept 2024, excluding internal and mobile
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Conversion rate: 3.7% (9,516 converted)
Qualitative Research
I analyzed 20+ onboarding calls and interviews with agencies and SMBs and conducted 10+ user testing sessions
Findings:
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Analytics & Traffic: strongest driver for SMBs (+623% conversion uplift, 1.6% → 11.2%)
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Rankings: strongest for agencies (+342% uplift, 4.6% → 20.3%)
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Report Builder and Page SEO Checker: surprising retention impact despite lower activation
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Activation within 5–8 days of trial correlated most with conversion - not earlier, not later
Findings:
Misaligned expectations: Agencies noted gaps between what the website promised (streamlined reporting, local SEO) and what they actually found in the app, which hurt perceived value
SMB users like Kaloutas often described the platform as “a lot at once” and needed clearer guidance on where to start.
Some users reported friction because projects and Local SEO locations felt disconnected, leading to uncertainty about how data was structured
We combined quantitative analysis of 258K registered accounts with onboarding interviews and usability sessions. The data showed that early activation of a few key tools correlated most strongly with conversion, while qualitative research revealed confusion and overwhelm during setup.
Defining the Activation Journey
Set up
Successfully create a project
AHA moment
See first ranking insights or competitor comparisons.
HAbit
Return weekly to track rankings, sync citations, or generate reports.
Hypothesis
We believe that if trial users are guided to activate Rankings + Analytics and immediately see how they perform vs competitors within the first 7 days, they will convert to paid accounts at significantly higher rates.
Big idea: Onboarding should prioritize activation in 2–3 key tools tied to user goals. This drives early value realization without overwhelming users, while reinforcing long-term habits.
Prediction
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Seeing competitor benchmarks after Rankings setup will drive conversion uplift.
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Analytics + competitor comparisons will show fast ROI
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Time-to-Aha will drop by 3–4 days.
Metrics
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Trial-to-paid conversion rate (%)
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Tool activation rates (Rankings, Analytics & Traffic, Report Builder)
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Customer satisfactionat trial finish
Prototype
Impact
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Trial-to-paid conversion:
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Guided activation flow: 8.9%
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Control (all tools at once): 3.7% → +140% relative lift
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Time-to-Convert shortened from 6.8 → 3.5 days.
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Qualitative impact: SMBs described onboarding as “much clearer” and “less overwhelming.”
Learnings
True activation = repeated use (5+ times), not one click.
Sequencing matters: early exposure to wrong tools hurt retention.
Staged onboarding beats full exposure → less overwhelm, more activation.