Through several working sessions, we created the information architecture and content with the whole team, and ultimately designed the high fidelity mockup in Sketch. I implemented the design into Wordpress and utilized Hotjar to observe user interaction and behavior.
After a few weeks of tracking with Hotjar, Google Analytics, and Hubspot, I redesigned the layout to better facilitate conversion rates for our lead generation form through Sketch. I launched these updates onto Wordpress, and we immediately saw an increase in conversion rates.
User Research
Understanding the obstacles through data
After implementing the initial design created by the team, I tracked and observed the Hotjar recordings and Google Analytics data for a few weeks with the quality of leads the team received.
However, we didn't reach our conversion goals. This may have been attributed to how the number of leads was simply too low, and the few leads we had failed to qualify as a client.
Below are some takeaways from studying our website performance:
- Users clicked images or decorative icons hoping it would lead to more pages
- The ratio of images and text was not optimal, so users would skip all the content
- The hero section did not attract any attention, so users would not notice the lead capture form to the right.
In addition, I conducted a small competitive study to see what other digital marketing agencies in our area did to capture potential leads. After studying a list of websites and contacting similar agencies, we had a better understanding of their sales processes, targeted audience demographics, and leverage over other agencies.
- Captivating graphics and moving imagery dominated hero sections.
- Clear, concise wording above the fold made an agency appear more trustworthy.
- Images made it easier to understand the point the site was trying to make.
Redesigning the Features
Implementing new UI
Below you will find some features of the landing page that were redesigned to better fit the updated modern style of the existing website.
