Lets test some service for learning English online. I choose https://www.gospeaky.com for this purpose.
Lets write down what do I want?
Main usecases:
1) I want to communicate easily with some foreigners to improve my language level.
2) I want to talk with people who share my interests
3) I want to know how to do it because I have never done it before. I afraid to do something wrong.
4) My language level is not so good. I want to be sure that nobody will mock on me.
The top of the site is heavy enough but it setup friendship and happy mood. There is only button in the center that means - do not spend your time for reading a landing page, sign up!