Chakra: +40% Try Chakra conversion at launch

Overview

Chakra is HackerRank's AI interviewer. Every billboard, shelter and coffee sleeve in its launch pointed to one page. We reviewed that page as an animated build rather than static mockups, and shipped it on 2 October, three days before the outdoor campaign, with a "Why we're sorry" page that explains the line.

One place to land

The launch line, "Sorry, we made you grind L**tcode. We've changed.", ran on 50+ outdoor placements across San Francisco, and all of them sent people to this page. Its job was to give the developers who looked it up a page worth landing on.

The page shows Chakra in real interview moments and scorecards.

The Chakra site splash: "Sorry, we made you grind l**tcode"

The Meet Chakra page, with the product interface beside the headline

The "Hire for the agentic era" section, with tabs beside the product interface

Reviewed in motion

Static mockups couldn't show how the Chakra page would move, so we switched to animated staging builds early and ran reviews in the browser.

Two directions, side by side

We put two directions for the page next to each other: one led with what Chakra does in an interview, the other opened on "Hire for the agentic era".

Test A and Test B of the Chakra page, side by side

The read-out

5.4% → 7.54%

Try Chakra conversion on the best day (5 Oct)

≈ +200 bps

Average Try Chakra conversion after launch

The campaign and the new hackerrank.com homepage have their own write-up in the HackerRank case study.

What we do differently now

We review animated builds in the browser from the first round, because clients judge a launch site by how it moves.
We agree the success metric at kickoff, so results are ready on launch day.

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