A license manager & purchase flow redesign that drove a 22% conversion increase
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.
cro
B2B SaaS
|
ExpressVPN
CRO
B2B SaaS
|
ExpressVPN
A purchase flow and license manager redesign that drove a 22% conversion increase
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.
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
What I shipped
TL;DR
What I shipped
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 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
The problem
High Drop-offs, low conversions & frustrated users
Two core problems were brought up - one business-side, one experience-side. Both pointed to the same root cause: a fragmented experience with low clarity and missing tools - making it hard for users to complete a purchase and even harder to manage licenses once they did.
The issues spanned the entire journey - from the moment a manager landed on the purchase page, through the post-purchase step, and into the day-to-day management of licenses.
Three specific pain points made this clear:
#01
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.
#02
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.
#03
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.
The process
The process
Heuristic- led design under a tight timeline
With a tight timeline, there wasn't room for extended user testing -
but there was real data to work from. Analytics revealed clear drop-off points in the purchase flow, and support tickets pointed to recurring post-purchase confusion.
From there, a focused heuristic evaluation helped identify exactly where the flow broke down, what was missing, and what was unnecessarily split across screens.
Rather than treating each screen as a separate fix, We made an early decision to redesign the full flow as a single continuous experience - because solving the purchase page in isolation, without fixing what came after it, would have only moved the problem, not resolved it.
With a clear problem definition in place, the work moved into wireframes & UI design, followed by iterations - ending with a full handoff to development.
Analytics &
tickets review
Heuristic
evaluation
Problem
definition
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 seamless flow from purchase to license management
challenge #01
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.
solution #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.
challenge #02
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.
solution #02
Guided post-purchase step
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
challenge #03
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.
solution #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.
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
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 seamless flow from purchase to license management
challenge #01
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.
solution #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.
challenge #02
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.
solution #02
Guided post-purchase step
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
challenge #03
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.
solution #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.
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
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
Results
Clear improvements in clarity & efficiency
The redesigned flow made it measurably easier for managers to purchase and 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.
+22% conversion rate
The clearer, more structured purchase flow reduced confusion during checkout, resulting in a measurable increase in subscription conversions.
+18% CTR
Highlighted deals and clearer call-to-action buttons drove more users to engage with the purchase flow.
-16% drop-off rate
By removing friction and clarifying the end-to-end flow, fewer users abandoned the process before completing their purchase.
Improved user satisfaction
A clearer, more guided experience reduced confusion and support tickets - leaving managers with a flow that finally made sense.
Clear improvements in clarity and efficiency
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.
results
+22% conversion rate
The clearer, more structured purchase flow reduced confusion during checkout, resulting in a measurable increase in subscription conversions.
+18% CTR
Highlighted deals and clearer call-to-action buttons drove more users to engage with the purchase flow.
-16% drop-off rate
By removing friction and clarifying the end-to-end flow, fewer users abandoned the process before completing their purchase.
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
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.
#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