How simplifying intent and removing friction increased installs and login rates

Friction at the highest-intent moment.

Case StudyConversion

Context

Background

With StreamElements Sponsorships, content creators promote a game or service to their viewers. When viewers click the creator's link, they land on a page where we verify a few details and let them choose whether to log in with Twitch for recognition and rewards, or continue anonymously.

Goal: Boost user conversion with a focused and simplified landing page

Secondary Goal: Convert users to login with Twitch

Business Goal: A performance-based sponsorship marketplace linking gaming and service advertisers with creators' audiences, built on an event-driven revenue model.

Problem

Dropping off at peak intent

Viewers clicking a creator's sponsorship link were dropping off at the landing page -- the highest-intent moment in the funnel.

I audited the existing page and found multiple friction points:

  • Two identical CTAs ("click here") creating confusion
  • Long headline where the creator's name and value got lost
  • No clear reason to log in -- felt like a one-time action with no benefit
  • Multiple eligibility checks caused the page to blink and reload, hurting trust
  • The page emphasized the game, not the creator the viewer intended to support
The old landing page
Old Roblox campaign landing page with two competing CTAs
Old Roblox campaign landing page with two competing CTAs
Old Raid: Shadow Legends campaign landing page
Old Raid: Shadow Legends campaign landing page

Process

How I got there

Reframing around user motivation

Viewers weren't there for the game -- they were there to support their favorite creator. The page needed to reflect that intent, not fight against it.

Simplifying the action

I reduced the flow to a single, clear action. No competing CTAs. One path forward.

The insight: the old page had two equal-weight buttons asking the same thing in different words. Removing the choice paradox was the simplest conversion win.

Moving technical work to the background

All eligibility checks were moved to run silently. No more UI flicker, no more page reloads mid-flow. If a viewer was already connected with Twitch, they'd skip the landing page entirely and go straight to the App Store.

Giving a reason to connect

The old page gave no incentive to log in with Twitch. The new page made the value clear: recognition on stream and rewards.

Process: user flow and issue mapping
User flow diagram mapping eligibility checks, login paths, and edge cases
User flow diagram mapping eligibility checks, login paths, and edge cases
Issues and solutions mapping with user needs and design responses
Issues and solutions mapping with user needs and design responses
Wireframes for mobile game flow, login paths, and QR code variations
Wireframes for mobile game flow, login paths, and QR code variations

Solution

What We Built

Desktop landing page

  • Creator-first messaging: "Play to support [Creator Name]"
  • Single primary CTA (Connect with Twitch)
  • Clear secondary option (Stay anonymous)
  • Clean visual hierarchy
Desktop landing page with single CTA and creator-first messaging

One message, one action. The page now leads with the creator's name and gives a clear reason to connect with Twitch

QR code for mobile installs

For mobile games accessed from desktop, a QR code replaced the traditional download flow.

QR code view for mobile game installs from desktop

Desktop users playing a mobile game just scan and go. No extra steps, no friction

Mobile experience

Mobile landing page with Connect with Twitch CTA
Mobile landing page with Connect with Twitch CTA

Edge cases

Graceful handling for ineligible users and smart routing for already-connected viewers.

Ineligible user error page
Ineligible user error page
PC gamers modal redirecting mobile users to desktop
PC gamers modal redirecting mobile users to desktop

Results

Impact

+12% Increase in game installs. More viewers completed the flow instead of dropping on the landing page.
Higher Twitch login rate. Clear value and reduced friction encouraged users to connect.
Shorter Time to install. Reducing cognitive load and removing visible checks helped users move faster.

Reflection

What I Learned

  • Even valuable business steps can hurt conversion if placed at the wrong moment. The eligibility checks were necessary, but showing them to users created hesitation.
  • Aligning the flow with user motivation improves results without sacrificing requirements. Focusing on "support your creator" instead of "download this game" converted better while still achieving the business goal.