Background
Tara is a Series A YC-funded productivity sprint management software solution. As part of the growth initiative, Tara was trying to figure out opportunities for them to add new users from various marketing channels. While in the past, the team was landing viewers from the marketing campaign on Tara's homepage, the cost of acquisition of new users was very high compared to industry standards, primarily driven by lower than expected conversion rates of users on the homepage. As part of the project, I was given a task to develop an approach to help improve the conversion rates of viewers to registered users and help reduce customer acquisition costs.
My Role
I focused on primary user research, analyzing conversion data, understanding marketing channels (paid and SEO), flow and messaging, mapping user journey, sketching, wireframing, designing screen flows, visuals, and interactions, and ran A/B tests to iterate on designs and make enhancements to improve conversions further.
Tools
Figma, Adobe XD, Adobe After Effects
Timeline
6-8 weeks
The Problem
How can we better communicate product value propositions to viewers landing on the Tara webpage from various marketing channels and improve overall user conversions to make sure they sign up for the Tara platform?
Solution
Create optimized landing pages using the SEO/marketing keywords and direct users to specific landing pages based on their keyword search.
Design Process
Design System Elements
The core Tara product is not in dark mode, but since we analyzed that dark mode made viewers more curious to learn more about the product and drive better conversions, we extended the design system and added more components to the design system.
Landing Page Actions
The primary Call to Action (CTA) in the design was created so the users could provide their email addresses and can go through the onboarding with the least number of clicks. All other CTAs on the page directed the users to the onboarding and into the product, keeping minimal distraction throughout the landing page.
A/B Testing
We tested landing page screens in both light and dark mode and found that engineering managers, developers, and PMs in tech gravitated towards the dark theme, which made them want to try the product out and sign up for Tara.
Learnings and Takeaways
Landing pages should focus on a singular goal of receiving marketing campaign traffic and converting viewers into registered users.
It’s easier to capture conversions from a well-designed landing page than from a homepage because they have one singular goal. There is less noise to distract viewers.
To help promote a positive first impression, we need to understand user intent and personalize the experience based on the marketing channel and keywords.
Even small changes in messaging, and content placement can significantly impact conversions. For example, a headline is one of the first impressions and making it clear, attention-grabbing, and reflecting the purpose can make a significant impact.
Using the right CTA is very important for landing pages, and having one primary CTA can boost conversions.
One of the big triggers for abandonment is asking for too much information at the start, and limiting what we ask for on the landing page can reduce drop-offs.
Working on this project reminded me how collaborative design is and requires various people and teams to come together to create a great product and drive growth.
Data-driven design based on user flow and A/B testing results can drive significant value for customers and businesses.
12
Interviews
40
Usability Testing
10
Iterations
+30%
Conversion Improvement