Totalplay

UX Landings Performance

UX

01  The
Challenge

In previous months, a downward trend was observed in the conversion rate of Totalplay's main landings. Users indicated that the experience when leaving their data was not optimal, which affected the quality score and increased campaign costs.

The challenge was clear:

the UX of these landings needed to be redesigned to improve conversion rates, reduce costs and increase sales.

02 The
Solution

Before making drastic changes, we conduct usability studies on landing pages to understand the problems. We generate heat maps and heuristic analyses to identify pain points and opportunities for improvement. With this data, we design wireframes and discharge prototypes, which we test with external users.

The results showed a 50% increase in conversion rate, so we decided to launch the new pages. For MCK, every UX project should have a key success indicator, such as the conversion rate in this case.

Cada proyecto UX debe tener un indicador north star que ayude a los expertos a medir y monitorear su éxito. Para el caso de landings de performance se optó por usar la tasa de conversión.

  • Horizontal 2017 - We tested mobile adaptive package visualization.
  • Holding 2018 - The 3 brands were integrated into a single landing.
  • Quotation 2019 - We integrated an online quotation system leaving independence to the brands.

Several UX studies, real navigation tracking and heat maps were conducted to evaluate user behavior over time and to propose improvements and changes.

The landing graphic line was changed with the new design trends, in addition to that, it was designed and programmed mobile first using native mobile navigation elements for main actions.

03 The
Results
  • The conversion rate of the landing increased by 159% compared to the previous design

  • Leads increased by 42% and sales by 11%

  • We lowered the cost per lead of our campaigns by 33%

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