Driving 4K Subscribers with CTAs

Designing contextual CTAs across the user journey to increase newsletter subscriptions.

Published by

Marcio Rebouças

Case Summary

4,000+

newsletter subscribers

13%

of the growth goal

114%

subscribers goal

Context

The marketing team aimed to grow the newsletter audience from 6,000 to 30,000 subscribers.

Problem

Newsletter subscription opportunities were limited across the user journey.

Solution

I designed contextual CTAs across key pages to increase newsletter conversions.

Objectives

The goal was to increase newsletter subscriptions by introducing contextual conversion opportunities throughout the product.

Subscriber Growth

Increase the number of newsletter subscribers.

User Journey

Place CTAs at strategic points across the product.

Measurement

Track CTA performance through analytics events.

Data Insight

Post pages accounted for 81.4% of active users (12M+), making them the main opportunity for contextual CTAs. Tax Law posts had the largest audience (1.83M users, 89%).

Solution

I designed contextual newsletter CTAs based on the post topic, allowing users to subscribe to relevant newsletters.

Results

The new product generated significant business impact:

4,000+

newsletter subscribers

13%

of the growth goal

33K+

total subscribers

Key Learnings

Small UI changes drive growth: Simple components can generate significant business results.
Context increases conversions: CTAs perform better when aligned with user intent.
Placement matters: High-traffic pages create the biggest conversion opportunities.

Role & Responsibilities

UX/UI Design

UX Research

Discovery

Prototyping

Figma

Data Analysis

Analytics

GA4

GTM