Featured Case Study

FCF Landing Page Redesign

A comprehensive redesign focusing on conversion optimization and user experience enhancement

42%
Conversion Increase
56%
Bounce Reduction
Mexico
France
Italy
Japan
United Kingdom
United States
Germany
India
Poland
Ireland
Mexico
France
Italy
Japan
United Kingdom
United States
Germany
India
Poland
Ireland
Situation

The Challenge

The current landing page is underperforming according to web analytics metrics, with a high drop-off rate.

Still following old conservative design library which was created long back which lacks in:

  • Accessibility
  • Visual Hierarchy
  • Trust signals and Testimonials
  • Effective use of CTAs
  • Image placement
  • Directional cues
  • Content grouping
Before Design Screenshot
Task

Project Objectives

I needed to redesign the landing page to attract more customers and boost revenue. The updated page should feature clear content, directional cues, and strong trust signals to enhance user engagement and conversions.

  • Interact with engineering team to know their limitations
  • Define launch date and Countries
  • Define engineering cutoff date/design freeze date
  • Dynamic landing page, multi language support
  • Navigate through BRD and align with PM's delivery goal and limitations of engineering.
  • Create research scenarios and task
  • Ideate on prototypes
  • Test again
Action

Design Process

I conducted user research on the FCF program, held several bar-raising sessions to gather feedback on the old landing page, and reviewed the BRD to better understand customer needs and the complexity of the project.

Gain a clear understanding of project scope and complexity, helping to prioritize design elements that meet both business and user needs.

Gather data on user expectations, behaviors, and perceptions regarding the FCF program, which will inform decisions for the new landing page design.

Bar-Raising Sessions

Compile detailed feedback on what's working and what isn't on the current landing page, creating a comprehensive list of areas to address in the redesign.

01

Research & Discovery

Conducted user interviews with 25 participants, analyzed heatmaps from 2,000+ sessions

User Interviews

25 participants

Heatmap Analysis

2,000+ sessions

A/B Tests

5 variations

02

Ideation & Wireframing

Created multiple wireframe iterations focusing on user flow optimization

✓ Simplified navigation
✓ Hero section redesign
✓ Mobile-first approach
✓ Performance optimization
03

Prototyping & Testing

Developed high-fidelity prototypes and conducted usability testing

  • •Clear value proposition above the fold
  • •Streamlined conversion funnel
  • •Enhanced visual storytelling
  • •Improved accessibility (WCAG 2.1 AA)
  • •Optimized image loading
  • •Responsive grid system
Result

Measurable Impact

Could see 20 to 30% spike in conversion from landing page first time customers.

Enrolment scenario increased from 15 to 45%, performed well on heuristic and usability test.

Gained a 78% usability score from user testing.

20-30%
Conversion Spike
15-45%
Enrollment Scenario
78%
Usability Score
+200%
Heuristic Performance

Key Learnings

Worked on Visual Hierarchy

Created Trust signals and Testimonials

Organised Effective use of CTAs

Removed un wanted Image placement

Created Content grouping

Timeline

8 weeks

March - May 2024

Team

IC Contributor

2 Developers, Cross-functional

Impact

42% increase

28% longer engagement

Design Evolution

Before & After

Compare the old and new FCF landing page designs side by side to see the transformation

Old FCF Landing Page Design

Let's Work Together

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