ROI Unleashed: The Impact of Landing Page Design and A/B Testing

Background

In the dynamic landscape of legal media, staying relevant and appealing to a younger demographic is a formidable challenge. This case study explores my experience at a legal media startup, where a meticulous process of A/B testing and data-driven decision-making enabled me to strategically transform an outdated landing page. The final product catered to the unique preferences and needs of young people, increasing conversion and enhancing our digital presence.

Core Problem - Out with Outdated

The existing landing page, while once effective, had grown outdated and failed to resonate with a younger audience. The large single-page design was not mobile-friendly and made visiting the site seem more like reading a contract than embarking on an experience or solving a problem. This disconnect hindered our ability to engage a vital audience, jeopardizing our long-term growth and relevance in the legal media industry.

The Process - How We Arrived

Rapid Research: To understand the pain points and needs of our target audience, the team conducted user interviews, assessed quantitative data, and studied competitor offerings.

Design Thinking: User personas and journey maps enabled me to empathize with our users and identify key areas for improvement.

Prototyping and Testing: The iterative process of rapid prototyping (and re-prototyping) being informed by usability testing lets user feedback play a crucial role in shaping the product.

Collaboration: Cross-functional collaboration is vital in this kind of initiative. I worked closely with developers, product managers, and stakeholders to ensure a harmonious and effective product development process.

Hypothesis

Tailoring the landing page to the preferences and needs of the younger demographic will significantly improve user engagement and conversion rates. Specifically, abandoning the single-page design for something more appealing on a mobile device – such as a horizontal carousel design – will align the user experience with the target audience's expectations, enhancing the platform's appeal and relevance.

Action

Our metrics indicated that 92% of client traffic for the campaign originated from mobile devices.  Because the data indicated such a dominant mobile user base, stakeholders and I made the strategic choice to only implement a mobile design.

I created a wireframe and reviewed it with the development team for implementation and testing. After gathering feedback, I was able to implement some tweaks before applying the final visual touches to the design and presenting it to stakeholders. Key design choices along the way included:

• A user-friendly interface with horizontal swipe capabilities, putting users in control as they navigate content and giving the page a more modern feel.

• An updated UI with vibrant and trustworthy colors, along with engaging illustrations.

• Moving the call to action button which was a direct response to feedback from the user testing

With approval from stakeholders, we set the new AMP (Accelerated Mobile Page) style design to be tested against a control.

Results

Through a rigorous A/B testing process, the new design emerged as the clear winner, showcasing a significant improvement in user engagement and conversion rates. This outcome underscores the efficacy of our user-centric design approach, which successfully bridged the generational gap and aligned the platform with the preferences and expectations of the targeted audience. The redesigned landing page not only revitalized our platform's appeal but also reaffirmed its relevance, marking a pivotal milestone in our journey toward sustained growth and success.