No Sign-Up Required: Turning Explanation into Experience
LingoLeap is an AI-powered tool that helps students boost their TOEFL and IELTS scores.
lingoleap.ai/ielts ↗The Problem: Sign-Up Conversion Was Only 21.9%
Our data showed that while some users clicked “Sign Up,” only 21.9% actually completed the process. We introduced free credits, added a clear “Start free practice test” CTA, and highlighted the offer with banners. However, these changes did not lead to higher engagement past the landing page. We learned that “free” alone was not enough to drive further engagement.
Before: LingoLeap Landing Page
Understanding the Behavior: Show, Don't Tell
Many landing pages start by introducing the product, then ask users to sign up before they can explore further. But newer tools like V0.dev, GPTZero, bolt.new, and Adobe's PNG to SVG tool converter flip that flow. They let people jump in and try the product right away, no sign-up needed. That inspired us to rethink our flow: instead of explaining everything upfront, why not let users experience it first?
Example: V0.dev's Homepage Lets You Use the Product
Instantly
Traditional Onboarding Flow vs. Gradual Engagement Flow
Turning the Homepage Into the Product
We used the new IELTS landing page as a starting point to test engagement between a traditional static approach and a more interactive, gradual experience.
1. Embedded AI-Powered Interaction Upfront
Instead of making users read through marketing content, we embedded an AI-powered writing and speaking widget directly into the hero section. This turned the top of the page into a functional part of the product, allowing users to engage with tasks the moment they arrived.
Interactive Widget Embedded in Hero Section for Instant AI
Feedback
2. Let Users Preview Feedback Before Signing Up
Instead of asking users to register first, we focused on removing friction by letting them preview how the tool works. After submitting a writing or speaking task, users could immediately see their score and a few suggestions. This gave them a glimpse of the product before deciding to sign up.
Preview Feedback Before Sign-Up
Beyond the Hero: Additional Modules
To better convert visitors, we added focused sections that show how the product works and what sets it apart:
1. AI vs Human Scoring
A side-by-side comparison showing how LingoLeap's AI matches expert grading—faster, more consistent, and more affordable.
LingoLeap AI vs Traditional Review: Feature Comparison
2. 2025 IELTS Topic Previews
A curated set of writing and speaking prompts from our question bank, based on the latest 2025 predictions.
2025 IELTS Writing & Speaking Topic Examples
3. Student Submissions & Sample Outcomes
Examples of student-style submissions with AI feedback, paired with quotes based on user interviews to reflect typical improvement paths.
Student Work & Impact Stories
Outcome & Next Steps
The new IELTS landing page is currently being developed and polished. We're preparing to start testing soon and will track how users interact with the widget, how far they scroll, and whether they sign up after trying the tool. Our goal is to reach a tool usage rate above 40% (benchmark: GPTZero at 53%) and a post-trial conversion rate above 23%. We'll continue refining the page based on what the data shows.
Project Takeaways
This project was about more than just a visual redesign. It focused on aligning design with business goals and user behavior. Instead of explaining how good the product is, we let users experience it right away to reduce friction and increase engagement.
Key Takeaways Include:
- Design with Purpose: Every change was made to support engagement and business goals, not just to improve aesthetics.
- Turn Explanation into Experience: For AI tools that deliver instant results, long copy and sign up walls slow users down. We let the product speak for itself by showing value first and inviting sign up later.