Landing Page Design
Good Sam needed an update to their landing page design that better aligned with their brand standards and current advertising. We wanted to highlight the very specific and specialized benefits offered and increase conversions.
Problem + Goals
The current landing page was tested with 10 users and we learned that the page felt dated and dull. Users disliked the design of the quote box and felt it looked like a print ad. The current page also had “hidden” benefits features. Users would exhaustively have to click through each of the 6 icons to read it’s related content.
The goal was to create a clean design that offered one single call to action and to organize the content in a way that allowed for the users to easily digest the information and click to get a quote.
Process + Approach
Wireframes
As the UX designer for this project, I began with heavy research on CTA design and studies of successful landing page design that showed data of increased conversions. I built wireframes using Sketch for 3 concepts implementing the research data and presented to the client.
A/B Test
Two of three concepts were approved by the client and then built into high-fidelity mockups using Invision. Utilizing the clients in-house user research team, we created an A/B test and tested 20 users. We learned that a combination of design A and B would provide the best user experience. The designs were said to be clean, simple, and easy to read. The users shared that the images resonated well with them and made them feel curious and that the phone number was not easy to find.
Development + Results
The final design is a hybrid of designs A + B. This design is currently in development with the clients in-house web team. Once results and metrics are available for publish I will update this project.