USA landing page enhancements
The problem:
When joining the team at the Brass Light Gallery I was tasked with creating a general better user experience for customers using our website. When reviewing the analytics, one of our most significant pages (USA made landing page) was displaying a high bounce rate. The landing page consistently ranked in the top ten most visited pages for the website. My goal for the page was to decrease the bounce rate and create a better user experience for website visitors.
My approach:
I analyzed the page on desktop, laptop and mobile. An issue that I immediately noticed was the page did not display correctly on tablet and mobile. Another issue I noticed, the page didn't offer anything for the users to do. My hypothesis was the lack of organization and call to action were creating the higher bounce rate for customers landing on this page.
I interviewed members of the sales team as well as website visitors that offered feedback on the page. Most of the feedback centered around a poor mobile experience and issues with the page being too cluttered. I found that the sales team was an excellent resource for understanding the target audience.
I created wireframes and comps of a new page that offered a better mobile experience along with call to action button to increase user interaction and give them something to do after reading the content. After creation, I presented it to the stakeholders and gathered feedback and approval. The design updates were passed on to our web developers where they implemented the changes within a week.
Data was monitored though Google analytics.
Results:
After a few weeks, the bounce rate for the page improved dramatically. Customers visiting the page displayed a longer time spent on the site as well as an increase to our contact us page. A follow up with customers visting the site enjoyed the new mobile experience.
Page link:
https://www.brasslightgallery.com/Lighting/MadeInTheUSA
(Link dated: 02/15/2021)
Before enhancements:
63.46% bounce rate
(snapshot of a 2 month sample)
After enhancements:
57.52% bounce rate
(snapshot of a 2 month sample)
Landing Page Screenshots
Before enhancements
Visually you can see the page is extremely busy and cluttered. The design also did not properly scale down for tablet and mobile.
After enhancements
The changes to the page were dramatic. The page was re-designed with easier to read text, proper white space, quick scannable headlines and a clear call to action button.