Problem statement
The brand was facing low Conversion Rate Optimization (CRO), resulting in underperforming website conversions. The project aimed to conduct UX research using Google Analytics to gain insights into user behavior . The objective was to identify user pain points, understand drop-offs, and optimize the website to enhance the overall user experience and increase conversion rates
The objective of this case study was to design a landing page to increase customer engagement and boost sales. The landing page is part of a digital marketing campaign aimed at promoting the brand to a specific target audience. My goal was to recognize issues and suggest changes to improve the CRO.
My Approach
As a UI and UX designer, my role in the One Friday project was to lead the redesign of their website, focusing on improving the user experience and conversion rate optimization. I worked closely with the development team, stakeholders, and the marketing team to ensure the new design aligned with the company's goals and brand identity.
Define the target audience: The first step is to identify the target audience and their needs, pain points, and preferences. This information will inform the design of the landing page and ensure that it resonates with the target audience.
Google Analytics : Implementing Google Analytics to track user behavior, identify conversion bottlenecks, and gather actionable insights for design optimization.
Create a wireframe: This step involves creating a wireframe that incorporates the key elements of the landing page, including the headline, sub headline, call-to-action, images or videos, and user-friendly information readability.
Design the landing page: Once the wireframe was approved, the landing page design started. This step involves incorporating branding elements, such as colors, fonts, and imagery, as well as optimizing the layout and design for mobile responsiveness and user experience.
Solution :
Google Analytics served as a powerful tool throughout the redesign process, allowing us to gain valuable insights into user behavior and identify potential UX issues. Here are some key facts on how we utilized Google Analytics:
Tracking User Flow: We analyzed user flow reports to visualize how visitors navigate through the website, identifying pages with high drop-off rates or bottlenecks in the conversion funnel.
Page Performance: Google Analytics provided us with data on page load times and performance, enabling us to optimize website speed for better user experience and lower bounce rates.
Conversion Tracking: We set up goals and funnels to track user conversions, including purchases, sign-ups, and other desired actions. This helped us identify conversion roadblocks and implement targeted design changes.
Traffic Sources: By analyzing traffic sources and channels, we gained insights into the effectiveness of marketing campaigns and user engagement across different channels.
Behavior Flow: Google Analytics' behavior flow reports allowed us to visualize the most common paths users took through the website, helping us identify opportunities for improving navigation and content discoverability.
Key takeaways
The results of the redesign project were highly successful in engaging more customers to convert and boosting sales and subscriptions. After implementing the newly designed landing page, we've seen:
Increased customer engagement: The new landing page design successfully engaged more potential customers, resulting in a significant increase in the number of page views and user engagement.
Higher conversion rates: The optimized landing page effectively communicated the value proposition of the SaaS product, resulting in a significant increase in the number of conversions and subscriptions.
Improved customer retention: The enhanced user experience of the landing page resulted in improved customer satisfaction, leading to increased customer retention rates.
Increased revenue: The higher conversion rates and improved customer retention resulted in a significant increase in revenue for the SaaS product.