StreamElements
Sponsorships
Timeline
2021–2022
In our sponsorship program, we faced challenges converting users into campaign participants. When users received an email and visited our offer pages, only 25% agreed to take part. We conducted research with creators who had received our email but hadn't started their sponsorship campaigns. Based on their feedback, a couple things became clear:
- Many creators didn't weren't familiar with our company and lacked trust in us.
- Our offer page was unclear about the creator's responsibilities and earnings throughout the campaign.
- Some creators used tools from other companies alongside ours and worried about compatibility.
- Creators received minimal information about the sponsored game or product.
- They were unaware of the available support channels in case of issues during the sponsored stream.
- Many felt their audience or community size wasn't large enough to support a sponsored stream.
Our primary aim was to provide clarity and transparency for creators while introducing them to our company and the product. To achieve this, I reduced the amount of content to ensure a concise user experience that wouldn’t overload users with information. We focused on building trust with creators by consolidating several of the goal tiers, making both the program and the page easier to understand. Lastly, we produced a video with a group of creators who had used the program to specifically address some of the concerns of potential users.
In collaboration with our marketing design team, I also worked on creating a more generic, universal key visual at the top of the page. This graphic not only simplified the presentation of information but also reduced the need for frequent updates between each campaign. It allowed us to maintain a consistent and recognizable visual identity. By addressing these goals, our final design aimed to provide creators with a clear, trustworthy, and user-friendly experience that showcased our company, our product, and our commitment to their success.
StreamElements offer page (2022)
StreamElements offer page mobile view (2022)
Results
Our team conducted an A/B test with our updated design over 60 days, resulting in an 11% improvement in conversion rates compared to the original page, bringing the total conversion rate to 35%. Following the successful test, we made the decision to transition all campaigns to this new design.