Building a High-Trust Financial Platform from the Ground Up
Transforming a low-trust landing experience into a clear, credible acquisition channel, increasing subscriber sign-ups by 2X.
Measurable business impact
I led the redesign of Earnings Alpha’s landing experience to improve clarity, trust, and conversion. By restructuring content and introducing strong credibility signals, I transformed a confusing experience into a clear and compelling entry point that significantly increased subscriber growth.
Subscriber Growth
Increased sign-ups by 2× by clarifying value proposition and reducing decision friction.
Engagement
Doubled engagement through improved content hierarchy and scan-friendly design.
Retention
Improved retention by 28% by reinforcing trust and consistency in the experience
Client
Earnings Alpha
Industry
Fintech/Investing
Role
Product Designer
Secondary Role
UX Research & Brand Strategy
Timeline
2 Weeks
Location
Remote
From low-trust concept to credible platform
Initial testing revealed that users lacked confidence in the product. The landing page was overloaded with information, unclear messaging, and lacked the structure needed for users to quickly understand the offering.
User feedback showed an average trust rating of 3/5, with 33% of users citing unclear messaging and content overload. Many users expressed hesitation, not because they weren’t interested, but because they weren’t convinced.
Understanding what users needed to convert
Research revealed that users were actively looking for three key things before subscribing:
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Clear methodology (60%)
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Actionable market insights (50%)
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Proof of value, such as sample picks (40%)
Without these elements, users struggled to justify subscribing, leading to high bounce rates and low conversion.
Designing for clarity and trust
Alongside refining the visual design, I focused on restructuring the experience to prioritize clarity and credibility.
I introduced a clear value proposition in the hero section, reinforced trust through credibility cues, and simplified content into a more scannable format. This ensured users could quickly understand what the product offered and why it was valuable.
Designing within platform constraints
The experience was built within Beehiiv, which introduced constraints around layout flexibility and customization.
Instead of working against these limitations, I used them to prioritize simplicity and clarity, focusing on high-impact messaging, structured content, and clean visual hierarchy to maximize effectiveness within the platform.
Through competitor analysis, I identified a gap between highly engaging financial content platforms and complex trading tools.
Earnings Alpha was positioned to bridge that gap by combining clarity, accessibility, and actionable insights, making financial information easier to understand without sacrificing credibility.
Positioning within the market
The outcome
The redesigned experience transformed the platform into a high-trust acquisition channel, demonstrating how strategic UX decisions can directly impact growth, engagement, and long-term retention.
