Landing-page conversion increased 159% compared with the previous design.
Totalplay UX Landing Performance
1 The challenge
We identified a downward trend in conversion rates across the main landing pages used by Totalplay campaigns.
User behavior indicated that the lead-submission experience was not optimal. This affected campaign quality scores, so costs rose as conversion rates fell.
The challenge was clear:
redesign the landing-page experience to increase conversion, reduce campaign costs and generate more sales.
2 The solution
Before rebuilding everything, we conducted usability studies on the existing landing pages, generated heatmaps to identify friction and navigation opportunities, and completed a heuristic analysis. We mapped findings across the user journey, then developed wireframes and high-fidelity prototypes. Users unfamiliar with the brand tested key actions without instructions.
Final tests showed a 50% improvement in successful conversion compared with the previous landing pages. We released the new experience in a controlled production environment, where results were even stronger.
Every UX project needs a north-star metric. For performance landing pages, we selected conversion rate.
Horizontal 2017
We tested a responsive package-selection experience for mobile users.
Holding 2018
We integrated three brands into a single landing page.
Cotizador 2019
We integrated an online quotation system while preserving brand independence.
We conducted UX studies, tracked real navigation and analyzed heatmaps to evaluate behavior over time and define improvements.
We refreshed the landing page's visual direction and designed and developed it mobile-first, using native mobile navigation patterns for primary actions.
3. Results
Lead volume increased 42%
Sales volume increased 11%
We reduced cost per lead by 33% across our campaigns