PROJECT TYPE
Landing Page Design
Role
CRO Designer
@ Gartner
Timeline
July 2023
TOOLS
Photoshop
Illustrator
Instapage
Overview
AuditBoard is a modern, connected risk management platform. They were experiencing a low conversion rate of 2.71%, below the category average of 5-6%, for their pay-per-click (PPC) campaign in the audit software category.
My objective was to design AuditBoard a new optimized landing page that would help their PPC campaign generate more leads.
RESULTS
conversion rate 3-months post launch (2.71% to 6.62%)
increase in client spend for their PPC campaign
landing page purchased for a new product category
RESEARCH
Category Analysis
I started by analyzing the top-performing landing pages of their competitors in the audit software category. I identified common copy, layout, and design trends driving conversions in their category.
Scannable Feature Section
Emphasizing value and using bulleted lists
Relevant Hero Image
Using a product screenshot in the hero
Modern and Clean Design
Keeping the visual design simple and user-friendly
Form Placement
Forms at the top or bottom of the page
DESIGN
With category analysis and best practices in mind, I created a wireframe to establish the basic page layout.
I created a mini style guide based on the branding on their website and prior landing page to help guide my creation of their landing page. I pulled a shade of red used within some of their product screenshots to be used as a high-contrast color for their CTA.
Using their branding and my wireframe, I designed their landing page. My design process included copywriting, copy-editing, asset creation (backgrounds/icons), and more. I ensured the design was mobile-responsive, providing a consistent experience across all devices.
The page underwent an internal design and stakeholder review to gather feedback and finalize the design.
Validate
A/B Testing
To determine the form placement, I conducted an A/B test to determine whether a form placement at the top or bottom of the page would convert best.
Variant B converted 5% better than Variant A, with 55% confidence that the ATF form placement is the factor that improved their conversion rate.
The vendor opted to end the A/B test then, as they were happy with the results of the A/B test.
RESULTS
AuditBoard was thrilled by the results of their new landing page and decided to purchase an additional landing page build for their product in the compliance category.
conversion rate 3-months post launch (2.71% to 6.62%)
increase in client spend for their PPC campaign
landing page purchased for a new product category
BEFORE
After
