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Utilising concise storytelling techniques and leveraging quantitative data in order to encourage conversion to the Healthengine platform. 

Overview

Healthengine utilises multiple marketing channels in order to drive potential leads to sign-up to their services. Many of these channels direct potential customers to a landing page which aims to generate sales leads via completing an online form. Healthengine’s data indicated that form completion rates were low once leads had arrived to this landing page and the task was to identify the potential causes.

Role

I worked as the sole UI Designer alongside a content curator in order to deliver the revised landing page design over a 2 week period. This project required an audit of the current landing page, as well as a proposals for a new landing page design.

goals

  • Increase the number of Marketing Qualified Leads (MQL’s) in order to drive conversion to Healthengine. 

  • Provide a more concise and linear storytelling structure which provided more detail for the user regarding Healthengine’s product offering.

  • Revise and update the existing landing page to align with Healthengine’s most up-to-date brand aesthetic. 

Constraints

Limited resource was available for the development and research of this project. This required me to work directly with Marketing Managers to create the necessary page content, which was then validated via A/B testing. The landing page is built in Wordpress, so limitations were placed on the complexity of interaction in favour of ease of build implementation.

Analysis - where to begin?

The previous version of the webpage prioritised a sales form and lacked requisite context regarding Healthengine’s actual products and services. As such, we assumed that the low rate of form completion was attributed to low user confidence stemming from a lack of product information.

Previous design

After facilitating workshops with the marketing and design team, we concluded the following:

  1. Users lacked the necessary information and confidence to complete the proposed lead-gen form

  2. The current page did not have a clear objective and was overly simplistic in its content approach

  3. The proposed design needed to clearly highlight Healthengine’s products with new graphic supplementation which reflected the actual products

What did i deliver?

Revised design