Improving the way managers control and track VPN licenses
The Business License Manager is an internal ExpressVPN tool that allows managers to purchase and handle VPN licenses for their team - adding users, renewing licenses, and updating permissions, all in one place.
Dashboard Redesign
B2B SaaS
CRO
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ExpressVPN
cro
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ExpressVPN
Influencer pages weren't converting, a new approach drove a 14% CTR increase
A landing page promoting a special subscription deal was underperforming. Following an A/B test that revealed low conversion rates, I redesigned the page to better emphasize the offer and remove friction from the flow.
Goals:
Simplify the purchase flow & license management experience, increase subscription conversions, and improve user satisfaction.
Key problems:
The existing experience suffered from disconnected flows, unclear purchase steps, poor license visibility, and no tools for managing teams at scale.
Role:
UX/UI Designer (alongside 1 Designer, 1 PM & 2 Developers).
Timeline:
2-3 Weeks (a few days of discovery, 2 weeks of design & iterations).
Results:
The redesign led to measurable improvements across the purchase flow - higher conversions, more engagement, and significantly less drop-off.
+22%
Conversion rate
+18%
Click through rate
-16%
Drop-off rate
TL;DR
TL;DR
What I shipped
TL;DR
What I shipped
Goals:
Increase conversion rates and CTR across all influencer landing pages by making the product and offer the focal point.
Key problems:
Low conversion rates across all influencer landing pages - the template was influencer-heavy and product-light.
Role:
UX/UI Designer (alongside 1 Developer).
Timeline:
1-2 Weeks (Design, iterations & A/B test).
Results:
A product-first redesign improved engagement and conversions across all influencer pages - with measurable impact on metrics.
+14%
Click through rate
-17%
Bounce rate
+9%
Conversion rate
The problem
High-traffic pages that failed to convert
An A/B test on the existing influencer landing pages revealed consistently low conversion rates — despite the pages receiving significant traffic from well-known influencer partnerships. The data made one thing clear: the problem wasn't the audience. It was what they were landing on.
A closer review of the existing template pointed to a fundamental mismatch — the pages were designed to showcase the influencer, but users were arriving to buy a product.
Two core pain points made this clear:
#01
The influencer overshadowed the product
The layout was dominated by a large influencer image and bold visuals that pulled all attention away from the product.
The offer, features, and value proposition were buried - making it hard for users to understand what they were actually getting.
#02
No clear reason to buy
The product's value wasn't clearly communicated - benefits were vague, the deal wasn't prominent, and even the CTA copy failed to give users a compelling reason to act.
The process
The process
From A/B test findings to a product-first redesign
The starting point was the A/B test data showing low conversions across the influencer pages. A focused review of the existing template helped identify the root cause - the design was optimized for influencer visibility, not for guiding users toward a purchase. A competitive review of how NordVPN and Surfshark approach influencer pages helped validate the direction.
The redesign was built around one guiding principle: the influencer builds trust, but the product closes the deal. Every design decision - layout, hierarchy, copy placement, and CTA - was made to put the product and offer front and center, with the influencer as a supporting credibility element.
A/B Test
Analysis
Flow
Review
Competitive
Research
Wireframes &
UI Design
Iterations &
A/B Test
Handoff
Analytics &
tickets review
Heuristic
evaluation
Problem
definition
Wireframes &
UI Design
Iterations &
A/B Test
Handoff
The SOLUTION
A product-first template that guides users to convert
The redesign shifts the entire focus from the influencer to the product - making the offer immediately clear and giving users a reason to act from the first second on the page.
challenge #01
The influencer overshadowed the product
The layout was dominated by influencer visuals that pulled attention away from the offer - leaving users unsure of what they were actually buying.
solution #01
Product-first hero
The hero now leads with the product and the offer - placing the device mockup and deal front and center.
The influencer image is retained as a trust element, but scaled down and positioned to support rather than dominate.
Visual hierarchy was restructured so the eye lands on the product before anything else.
challenge #02
The value proposition wasn't clear enough to convert
Without a clear offer structure, users couldn't quickly understand what they were getting or why it was worth acting on - leading to early drop-off.
solution #02
Clear, scannable offer structure
Core benefits and key features are surfaced earlier with clear, scannable copy.
The deal - savings, duration, and what's included - is presented directly and without visual noise.
A prominent CTA reinforces the offer and removes any friction from the path to purchase.
The SOLUTION
A seamless flow from purchase to license management
A purchase flow that failed to convert
The purchase page didn't clearly show how to complete the purchase or what would happen next, and it didn't highlight the best-value option - so users didn't feel confident or motivated to buy.
challenge #01
A clear purchase flow
Restructured the purchase landing page with a clear hierarchy and logical flow.
Highlighted the best-value option to guide decision-making.
Added prominent call-to-action buttons to reduce hesitation.
solution #01
Disorganized license manager with low visibility
The License Manager didn't provide a clear overview of total, assigned, or remaining licenses. The interface was cluttered with buttons that created confusion, and missing tools like search, filters, and bulk actions made managing large teams slow and inefficient.
challenge #03
Clear license overview & management tools
Added a clear license overview - total, assigned, and remaining at a glance.
Introduced bulk actions for updating multiple users at once.
Added filtering, search, and CSV import for faster, more flexible management
Replaced scattered inline buttons with a contextual action menu per license row, reducing visual noise and making actions easier to find.
solution #03
The SOLUTION
The redesign shifts the entire focus from the influencer to the product - making the offer immediately clear and giving users a reason to act from the first second on the page.
A seamless flow from purchase to license management
Post-purchase step lacked guidance
After purchasing, users landed on a subscription overview page with no password setup and no clear next step - and had to find a separate button to reach the License Manager, breaking the natural flow.
challenge #02
Clear license overview & management tools
Replaced the disconnected overview with a guided confirmation screen
Added a password creation step as a natural continuation of the flow.
Introduced a progress bar showing the current step and that the License Manager is next
solution #02
The SOLUTION
A product-first template that guides users to convert
The redesign shifts the entire focus from the influencer to the product - making the offer immediately clear and giving users a reason to act from the first second on the page.
challenge #01
The influencer overshadowed the product
The layout was dominated by influencer visuals that pulled attention away from the offer - leaving users unsure of what they were actually buying.
solution #01
Product-first hero
The hero now leads with the product and the offer - placing the device mockup and deal front and center.
The influencer image is retained as a trust element, but scaled down and positioned to support rather than dominate.
Visual hierarchy was restructured so the eye lands on the product before anything else.
challenge #02
The value proposition wasn't clear enough to convert
Without a clear offer structure, users couldn't quickly understand what they were getting or why it was worth acting on - leading to early drop-off.
solution #02
Clear, scannable offer structure
Core benefits and key features are surfaced earlier with clear, scannable copy.
The deal - savings, duration, and what's included - is presented directly and without visual noise.
A prominent CTA reinforces the offer and removes any friction from the path to purchase.
The SOLUTION
A seamless flow from purchase to license management
The influencer overshadowed the product
The layout was dominated by influencer visuals that pulled attention away from the offer - leaving users unsure of what they were actually buying.
challenge #01
Product-first hero
The hero now leads with the product and the offer - placing the device mockup and deal front and center.
The influencer image is retained as a trust element, but scaled down and positioned to support rather than dominate.
Visual hierarchy was restructured so the eye lands on the product before anything else.
solution #01
Disorganized license manager with low visibility
The License Manager didn't provide a clear overview of total, assigned, or remaining licenses. The interface was cluttered with buttons that created confusion, and missing tools like search, filters, and bulk actions made managing large teams slow and inefficient.
challenge #03
Clear license overview & management tools
Added a clear license overview - total, assigned, and remaining at a glance.
Introduced bulk actions for updating multiple users at once.
Added filtering, search, and CSV import for faster, more flexible management
Replaced scattered inline buttons with a contextual action menu per license row, reducing visual noise and making actions easier to find.
solution #03
The SOLUTION
The redesign shifts the entire focus from the influencer to the product - making the offer immediately clear and giving users a reason to act from the first second on the page.
A seamless flow from purchase to license management
The value proposition wasn't clear enough to convert
Without a clear offer structure, users couldn't quickly understand what they were getting or why it was worth acting on - leading to early drop-off.
challenge #02
Clear, scannable offer structure
Core benefits and key features are surfaced earlier with clear, scannable copy.
The deal - savings, duration, and what's included - is presented directly and without visual noise.
A prominent CTA reinforces the offer and removes any friction from the path to purchase.
solution #02
Results
Clear improvements across all key metrics
The A/B test reached statistical significance after three weeks, confirming that aligning the message with the interaction had a direct impact on user behavior and conversion.
The results validated the core hypothesis - users don't need more options, they need clearer guidance. Removing friction and reinforcing the offer moved the needle across every metric.
+17% plan adoption rate
Highlighting the recommended plan and removing competing options made it the clear and easy choice.
+12% CTR
A direct CTA and stronger visual hierarchy drove more users to engage with the promoted offer.
+8% conversion rate
Clearer guidance and a frictionless path to checkout improved purchase completion across the board. Bounce rate also decreased, indicating users stayed longer and progressed further in the flow.
Results
Clear improvements in clarity and efficiency
Clear improvements across all key metrics
The redesigned flow made it measurably easier for managers to purchase & manage VPN licenses - with a direct impact on conversion, engagement, and drop-off.
The results validated the core decision of the redesign - treating the experience as one continuous flow, rather than isolated screens, had a measurable impact across all key metrics.
The A/B test reached statistical significance after three weeks, confirming that aligning the message with the interaction had a direct impact on user behavior and conversion.
The results validated the core hypothesis - users don't need more options, they need clearer guidance. Removing friction and reinforcing the offer moved the needle across every metric.
results
+22% conversion rate
+17% plan adoption rate
The clearer, more structured purchase flow reduced confusion during checkout, resulting in a measurable increase in subscription conversions.
Highlighting the recommended plan and removing competing options made it the clear and easy choice.
+18% CTR
+12% CTR
Highlighted deals and clearer call-to-action buttons drove more users to engage with the purchase flow.
A direct CTA and stronger visual hierarchy drove more users to engage with the promoted offer.
-16% drop-off rate
+8% conversion rate
Clearer guidance and a frictionless path to checkout improved purchase completion across the board.
Bounce rate also decreased, indicating users stayed longer and progressed further in the flow.
Improved user satisfaction
A clearer, more guided experience reduced confusion and support tickets - leaving managers with a flow that finally made sense.
High Drop-offs, low conversions & frustrated users
Two core problems were brought up - one business-side, one experience-side.
Surfaced through product analytics and support tickets, these became the foundation for the redesign. Both pointed to the same root cause: a fragmented experience with low clarity and missing tools.
The problem
The problem
Unclear purchase flow and value
The purchase page didn't clearly show how to complete the purchase or what would happen next, and it didn't highlight the best-value option, so users didn't feel confident or motivated to buy.
#01
Post-purchase step lacked guidance
After purchasing, users landed on a subscription overview page - and had to find a separate button to reach the License Manager, breaking the natural next step.
#02
Disorganized license manager with low visibility
The License Manager didn't provide a clear overview of total, assigned, or remaining licenses. Missing tools like search, filters, and bulk actions made managing large teams slow and inefficient.
#03