Mirthy · 2021
Overview
Dive into the details of the redesign of Mirthy's sign up page which dramatically increased conversion rate — from 5% to 90% — through focused UX design, social proof, and ruthless reduction of cognitive load.
Outcome
Signup conversion rate soared from 5% to 90% — a transformation that dramatically improved Mirthy's growth prospects and became the benchmark for all future conversion work on the platform.
About Mirthy
Mirthy collaborated with Tierra's team and their first-class Growth Manager to analyse the existing sign up page and devise targeted UI changes to make it more effective. The original page had a 5% conversion rate — with several clear UX issues holding it back. The goal was to redesign the page to be simpler, more focused, and far more persuasive.
The Challenge
The CTA was below the fold, giving users no immediate direction and reducing the likelihood of action before they had even read the page.
The titles, form fields, and password instructions surfaced upfront — increasing the perceived complexity and time-to-completion of the sign up flow.
Navigation options were present on the page, distracting users from the single action Mirthy needed them to take.
The page lacked social proof, excitement, or any emotional reason to sign up — it was functional but dull, doing nothing to motivate hesitant users.
How We Helped
Surfaced five-star ratings, a testimonial with a descriptive author, news outlet logos, and a stat of 35,000 members — giving users immediate trust signals and emotional motivation to join.
Put two fields on the same line to reduce perceived length, removed every asterisk (they were unnecessary), narrowed the unnecessarily wide fields, and hid password instructions until the user selected the field.
Eliminated all navigation options from the page — creating a laser-focused experience where the only available action was signing up.
Stripped back legal and GDPR text to the minimum required, removed all distractions, and created a clean visual hierarchy that walked users straight to the CTA.
The Outcome
5% to 90% Conversion Rate
The redesign produced one of the most dramatic conversion improvements possible — an 18× increase driven by focused UX, social proof, and the removal of every friction point.
Benchmark for Future Work
The new design became the standard for all future Mirthy conversion work — establishing a repeatable framework of simplicity, social proof, and focused intent.
Reduced Perceived Complexity
By removing distractions and simplifying the form, new users felt the signup process was fast and effortless — dramatically reducing drop-off at Mirthy's most critical moment.
Demonstrated UX's Business Impact
This project proved that thoughtful, user-centric design directly drives business outcomes — and that conversion optimisation is a strategic investment, not a cosmetic one.
