Problem
Evolve was experiencing an 86% drop-off rate between its marketing landing pages and the RFI (Request for Information) form, severely impacting lead conversions. With no clear UX strategy or testing in place, it was challenging to identify user pain points or understand the reasons behind the low conversion rates.
Solution
I overhauled the landing page design template and UX strategy to reduce friction and improve conversions.
– Conducted user testing to identify pain points and optimize the user flow
– Redesigned key landing pages with a focus on clarity, hierarchy, and form accessibility
– Created a strategic roadmap and implemented A/B tests to validate improvements
– Led brainstorming sessions with copywriters, content marketers, product designers, and stakeholders
This approach aligned user experience with business goals, improving conversion rates and driving down customer acquisition costs.
Results
– Reduced drop-off rates by 3.2% and improved overall lead generation efficiency
– Improved RFI conversion rate from 4.54% to an average of 5%
– Generated an additional $1.5M in revenue from design and UX improvements
My role
– UX and UI design
– Conversion strategy
– User testing
– A/B testing roadmap and implementation
Goals
– Improve landing page conversion rate and reduce customer acquisition costs
– Identify and resolve UX issues impacting conversions
– Establish a repeatable strategy for optimizing landing page performance
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