LANDING PAGES
My company serves a diverse population of people. And while the constant among these people is pregnancy, the needs, values, and hopes among pregnant individuals and their families are unique. Is there a way that we can reach people with specific needs and characteristics?
OVERVIEW
I created a template design to help the marketing team to independently create landing pages.
WHAT I DID
Secondary research, project planning, prototyping, heuristic analysis
MY ROLE
User experience designer
DURATION
Two weeks
Step 1: Defining the problem
While we continue to aim for a web experience that is inclusive of everyone, sometimes we need to speak to those unique needs, values, and hopes in a way that resonates with specific groups. We can try to include all of this information on our site, we have only seconds of user attention to work with. And all this extra information can overwhelm people and lead them to bounce from the site.
STEP 2: exploring the opportunity
One way we could solve for this problem was through the use of a landing page. But before I put pen to paper, I went out to do secondary research to learn why landing pages are a good solution for targeted demographics.
What is a landing page?
A “landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor ‘lands’ after they click on a link in an email or ad”. Unlike the standard pages of our website, which encourage visitors to explore and learn while achieving a number of goals, landing pages are more singularly focused and made for specific audiences. It is for this reason that landing pages are seen as a great way to increase conversion by driving specific groups towards a singular goal tailored to them.
Why is the marketing team specifically interested in landing pages?
The greatest advantage of landing pages is that it is a relatively simple way to boost conversion rates without having to invest additional funds in marketing. So if the company was experiencing a conversion plateau, they implement landing pages to see if they can drive those numbers up for relatively little investment.
Landing pages also allow the marketing team to test out copy, design, and campaigns quickly. Multiple variables can be tested simultaneously with real time data. It is not difficult to pivot in another direction - whether that be changing the text, an image, or removing the landing page altogether.
In short, landing pages are relatively inexpensive to implement, flexible, and speak to folks in a way that standard web pages do not.
STEP 3: WHAT ARE our GOALS?
Blurred for confidentiality
Why are goals important?
Having clear goals ensures that everyone is aligned.
Now that we understand why landing pages can be useful in marketing, we need to explore what goals the landing page marketing strategy will serve to figure out the best content. While I cannot speak to the specific goals of this project, it is very important that everyone understand the goals for the project.
Step 4: METRICS AND SCOPE
With our goals complete and agreed upon we developed metrics. These will not be included in this brief for confidentiality purposes. We then determined what was in scope and what was out of scope.
step 5: design
When it came time to design this project, I felt that recycling elements of the current website made the most sense. It would save on design and dev time and it would allow for us to really focus on getting the landing pages up and running as soon as possible. With the help of developers, we decided on Strapi as our content management service. This would allow the marketing team to get out their work without the need for costly dev resources. So with that, it was time for me to design the components of the landing page.
Preliminary concept. I wanted to put the pieces in and make sure I hit my UX goals from the research. I shared this with my team for review.
Why do research on best practices?
Because more than likely, it’s already been done! No need to give yourself more work.
Based on feedback, I then came up with new designs. This time focusing on color and placement of information.
Next set of designs. We did this review asynchronously.
Once we settled in order and colors, I tested the design with different landing page themes.
Testing, testing, and more testing.
Seems like it works! Great! Let’s get the first three campaigns completed.
Three different themes.
It was at this time that I designed for each of our breakpoints.
Final approval from marketing, engineering, and design! Great! I hand off my Figma pages to dev and on to the next project.