Conversion Optimization : From Underperformer to #2 Revenue Generator

The Challenge

The Division 2's seasonal subscription (Season Pass) was underperforming. Not failing — just... meh. With 2 million active users, "meh" means leaving real money on the table.

The numbers:

• Subscription completion rate stuck at 45%
• Revenue lagging behind comparable products in Ubisoft's portfolio
• Users were interested but not converting
• Those who DID convert weren't finishing the full journey

So the product wasn't bad. Users wanted it. But something was blocking them from buying — and something else was blocking buyers from fully engaging.

My job: find the friction, fix the friction.

My Role

• Led the UX redesign of the entire Season Pass purchase experience
• Designed 3 distinct conversion concepts for stakeholder review
• Created purchase funnels end-to-end
• Built interactive prototypes for testing and buy-in
• Extended the methodology to Store tabs, DLC launches, and seasonal events

Discovery

Mapping the Full Journey

Here's the thing about UX research in traditional environments: not everyone gets it right away.

More than once I heard: "We're just building a website, not conducting a sociological study; this is wasted time."

Fair enough. I get it. But here's what worked: total transparency. Monthly progress presentations where I explained not just what I was doing, but why. What we learned, what's next, what it means for the design.

They came around, because transparency works.

Here's something people forget about conversion: it's not a moment. It's a journey.

See offer → Understand value → Decide → Purchase → Engage → Complete

Most people obsess over the "Purchase" step. But friction can kill you anywhere along that path.

What I found:

The purchase button wasn't the problem. The whole journey was leaking.

Competitive Analysis

I looked at subscription models across gaming and adjacent industries. What do the good ones do?

• How do they communicate value?
• Where do they place the CTA?
• How do they visualize progress?
• What creates urgency without being sleazy?

Patterns emerged. Clarity wins. Progress visualization wins. Immediate rewards win.

Motivation by Persona

I looked at UBS, BCV, CLER, and other regional banks — running simple scenarios through each. "How do I open an account as a senior?" "Where are the business services?"

What I found:

Different users buy for different reasons:

One purchase flow had to work for all of them. Fun challenge.

Solution

3 Concepts

I designed three different approaches:

Concept A: Value Stack

• Lead with total value (everything you get)
• Single tier, clear price
• Message: "Here's what you're missing"

Concept B: Progress Preview

• Show the journey, not just the destination
• Visual timeline of rewards
• Message: "Look how far you'll go"

Concept C: Instant Gratification

• Lead with immediate unlocks
• "Buy now, get these TODAY"
• Message: "Value starts right now"

Testing and Decision

We evaluated through stakeholder review, flow walkthroughs, and prototype testing.

The winner: Hybrid approach — Value Stack clarity + Progress Preview visualization.

Turns out users want BOTH. They want to know what they're getting AND they want to see the journey ahead.

The Final Design

What changed:

1. Value clarity above the fold

• Total rewards visible immediately
• Single primary CTA (no competing buttons)

2. Visual progress system

• Clear tier visualization
• Current position always visible
• Rewards highlighted with tags (the carrot)

3. Fewer purchase steps

• Killed unnecessary confirmation screens
• Immediate feedback on success

4. Post-purchase momentum

• Something unlocks RIGHT NOW
• Clear "what's next" guidance
• Celebration moments for progress

Scaling the Methodology

The approach worked. So we applied it everywhere:

Purchase Flow Rules

Every purchase touchpoint now follows these:

1. Show value before asking for money — User understands what they get
2. One primary action per screen — No competing CTAs
3. Progress over possession — Show what they'll achieve, not just what they'll own
4. Immediate reward — Something unlocks NOW
5. Clear exit and return — Never feel trapped

Results

Why Completion Rate Matters

45% → 50% doesn't sound dramatic. Let me explain why it is.

With 2M+ active users and a percentage converting to subscribers:

• 5 percentage points = tens of thousands more completed subscriptions
• Completed subscriptions = higher engagement = better retention
• Better retention = higher lifetime value

Completion rate is the hidden metric. Anyone can sell a subscription. The question is: do users actually get value from it?

50%+ completion — highest in Ubisoft's portfolio — means users who buy actually engage.

The Revenue Story

The Division 2 went from underperformer to #2 revenue generator across all Ubisoft live services. Second only to Rainbow Six Siege — a much bigger title.

Contributing factors:

• Season Pass redesign (conversion)
• Bundle strategy (average order value)
• Store visibility (discovery)
• Event monetization (seasonal peaks)

UX was the multiplier. Same product, same content, same price — better experience, better results.

The Template Effect

Here's the long-term win: the redesigned approach became the template.

"This is how we do Season Pass now."

Every subsequent season follows the patterns from this redesign. The upfront investment keeps paying dividends.

What I Learned

1. Conversion is a journey, not a moment.

The purchase button is one step. Real conversion happens across: awareness, understanding, decision, purchase, engagement, completion. Design for all of it.

2. Completion rate > Conversion rate.

Selling subscriptions is easy with dark patterns. Creating subscribers who actually engage? That's the real game. The 45% → 50% lift matters way more than any top-of-funnel metric.

3. Reduce steps, increase clarity, respect the user.

Every removed friction point is revenue recovered. Every moment of clarity is trust earned. Users aren't obstacles to conversion — they're partners in value exchange.

How This Applies Beyond Gaming

The methodology transfers because in the end, friction will be friction and money will be money.