What was wrong
Users were only clicking one block. The homepage didn't communicate the ecosystem.
By Yandex Metrika almost all clicks went into a single block.
There was no clear sense of which products live inside the service.
Key value propositions — bonus system, 24/7 support, refunds, creators — were absent.
It felt like a chaotic landing and was holding back traffic and conversion growth.
Task
Not a visual refresh. A redesign tied to product and traffic metrics.
I gathered marketing feedback (users don't see the breadth of services or the value), benchmarked similar service-aggregators (MTS, Avito Career, Tinkoff, Sber, Twitch, Yandex Plus Gaming), picked reference visuals per block, and reworked SEO Title/Description with the SEO specialist.
Hypotheses
Three bets: clear service categories, surfaced USPs, social proof via creators.
1) Splitting services into large category blocks → users find the right one faster. Expected: more clicks distributed across blocks, higher CTR. Metric: CTR per service card, click heatmap.
2) Surface USPs → trust and conversion go up. Expected: fewer bounces, higher purchase conversion. Metric: clicks-to-action conversion (AppMetrica / GA).
3) Show creators → social proof, new visitors stay longer. Expected: deeper scroll, longer dwell, more navigation into services.
Results
Click distribution rebalanced. CTR up. Engagement on the creators block strong.
After launch users finally started clicking across all major services — not just one block. CTR rose materially; clicks to Steam, games, digital goods and top-ups became more even. The page now actually behaves like a gateway to the ecosystem rather than a random landing.
The creators / USP / social proof block looked like typical marketing but materially drove engagement: new users recognized creators, stayed longer, scrolled deeper, and moved on to services more often.
Lessons
Even a “brand” page can be productized — and move metrics.
1) Even a brand page can be productized and drive metric growth if you set the goal right.
2) Don't be afraid to throw together rough concepts quickly. Don't get stuck polishing them to “perfect”.