Zaibun
The goal was to transform a basic author site into an engaging digital space that reflects Zaibun's unstoppable spirit, driving book sales and community building
Context
When Zaibun (the client) approached me, her existing author website had potential but it wasn't converting visitors into readers. Despite a strong personal brand, the page lacked a clear narrative structure and didn't communicate her credibility upfront.
This was more than a visual refresh. It was a strategic UX redesign aimed at reframing her story as a conversion journey — guiding visitors from inspiration to decision through storytelling, psychology, and design.
I built the entire experience on WordPress, deliberately choosing no paid plugins or premium themes to maintain cost efficiency. Every component — from testimonial sliders to analytics integration — was crafted using native Gutenberg blocks and lightweight frameworks. The result: a lean, performant build that met both UX and budget constraints without compromising quality.
The Problem
Potential readers visit author websites facing decision paralysis. Will this book actually help me? Most author pages fail because they don't build enough trust, or provide clear value before asking for a purchase.
The original site had critical gaps:
- Unclear value proposition and buried credentials
- Social proof placed where users never saw it
- Poor content hierarchy that discouraged scrolling
- No strategic path to conversion
Research Part
I analyzed 12 top-performing author and thought-leader landing pages. The winning patterns were clear: strong above-the-fold authority cues, story-driven sequencing, and one dominant CTA. These learnings shaped our IA.
User Interviews & Quick Testing
I spoke with a small group of readers (and potential customers) to understand what builds confidence when purchasing from an author online. The insights:
- I want to know why this author matters — fast.
- Testimonials help, but I need to know who they are from.
- I'll scroll if the story feels personal.
Core Insight
Readers were willing to engage deeply if the content was structured like a journey, not a sales pitch. This led to designing each section like a progressive narrative — each section earning the next.
Personas
Two primary personas drove the page structure:
Primary (Discovery → Purchase): Land → Scan hero → Verify credentials → Explore books → CTA → Buy Ebook or Paperback.
Secondary (Research → Trust): Book the talk → Save for later → Follow up with trust signals on social.
What Changed?
Once the new structure went live, the behavioral shifts were immediate.
98.2%
Scroll depth
Almost everyone who started reading, kept reading. This validated the narrative-led structure.
6.34%
Primary conversion
This is strong for an author funnel, especially for long-form content.
97%
Engagement on the Continue page
People who clicked through were already primed by the story's momentum.
Other Cases
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