Promo Landing Page Optimization & Redesign
Updating a promo landing page is crucial to ensure relevance and effectiveness. Regular updates help maintain a fresh and engaging user experience, capture current market trends, and maximize the impact of promotional efforts, ultimately driving higher conversions and customer engagement.
As the UX/UI designer for the promo landing page update, I'll analyze user behavior, collaborate on key messages, and create a visually compelling design. My focus is on improving user experience, driving engagement, and optimizing the effectiveness of the promotional campaigns and similar.
<aside> <img src="/icons/circle-alternate_blue.svg" alt="/icons/circle-alternate_blue.svg" width="40px" /> Scope
Visual Design / Collaboration / Content Strategy / Information architecture / Wireframing / Responsive Design
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<aside> <img src="/icons/activity_blue.svg" alt="/icons/activity_blue.svg" width="40px" /> Metrics ↑Conversion rate ↓ Bounce Rate ↑ Click Rate ↗︎ Sales ↑ Increased user satisfaction
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<aside> <img src="/icons/create_blue.svg" alt="/icons/create_blue.svg" width="40px" /> Tools NNG / Baymard / Sketch / Content Square
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<aside> <img src="/icons/groups_blue.svg" alt="/icons/groups_blue.svg" width="40px" /> Team Content Team & UX Team
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I also examined the landing pages of key competitors in the tire and automotive industry to identify best practices, design trends, and opportunities for differentiation.
<aside> <img src="/icons/view_gray.svg" alt="/icons/view_gray.svg" width="40px" /> Eye Breaks
Despite text-heavy pages, many companies used images for better readability.
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<aside> <img src="/icons/stairs_gray.svg" alt="/icons/stairs_gray.svg" width="40px" /> Clearer Steps
Adding one, two, and three-step processes enhanced the user-friendliness of the 'how-to' sections.
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<aside> <img src="/icons/color-palette_gray.svg" alt="/icons/color-palette_gray.svg" width="40px" /> Color
Employing colored backgrounds, like our competitors, aids in content section differentiation.
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While rebates ran smoothly, our instant savings callouts got lost in the content.
<aside> <img src="/icons/photo-landscape_gray.svg" alt="/icons/photo-landscape_gray.svg" width="40px" /> Low visuals
A cluttered page with no clear structure led to poor performance. Users had difficulty finding the next steps.
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<aside> <img src="/icons/pull-request_gray.svg" alt="/icons/pull-request_gray.svg" width="40px" /> Disorganized Hierarchy
The page's content was overwhelming despite efforts to highlight the "Tires on Sale" deal using bullets and checkboxes.
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<aside> <img src="/icons/checklist_gray.svg" alt="/icons/checklist_gray.svg" width="40px" /> Information Overload
Promotional pages, although informative when read, experienced high bounce rates due to content overload.
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<aside> <img src="/icons/flash_gray.svg" alt="/icons/flash_gray.svg" width="40px" /> Instant Savings Hidden
Promotional pages, although informative when read, experienced high bounce rates due to content overload.
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I created a warmer customer-friendly landing page that was easier on the eye and converted well.
Features
👀 Visually pleasing
⚡️ Highlighted Deals
⁉️ Iconography Use
🛞 Tire Spotlights
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I created several variants based on team feedback to find the perfect tire spotlight.
Customers often review products before buying. I wanted to make that the hero.
✔️ ****Reviews inform decisions, and share real experiences, and opinions.
★ Positive reviews build trust and assure quality and reliability
☻ ****Reviews match the product to customer needs and expectations.
Here is a snapshot of a 5-day period in 2022 that displays how well our new promo page performed for our top-performing tire spotlight for Michelin. We had a total of 1,065,834 sessions on average for the site during that time frame.