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Landing Page Redesign

I restructured the landing page content and hierarchy according to user insights.

CLIENT
ROLE
TIMELINE
COMPANY BIO
Consistent Solution Nursing
Lead Content Designer
4 months
Healthcare startup
aybaby.png
Challenge
Quantitative
High bounce rate
Low readability score
Low comprehension scores
Low CTR
Heat map inconsistency
Accessibility Issues
Qualitative
Users weren't feeling reassured or confident in booking at-home care.

Content did not align with user needs.
Solutions
I restructured the landing page hierarchy to align with user expectations.

I added content that spoke directly to user needs (cost estimator, meet our staff).

I updated existing microcopy to better guide users through the experience.

I optimized the site's information architecture to streamline the user journey.
Impact
Cloze test increased from 42.68% to 71.67% 

Flesh-Kincaid scores increased from 45.6 to 78.05

5 second tests
  • Quantitative answers doubled in success rate
  • Qualitative answers better aligned with user behavior
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Heat map showed more targeted user behavior
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Drastic increase in user satisfaction 
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Increased task completion rate (book a consultation)
This was a lengthy project with a lot of information.  

I've included the highlights below (before and after images, impact, brief overview of methods used, etc).

Click here to read through the case study in its entirety (slideshow).  This is where you'll find links to tests and the "story" of my redesign.

Before

(Click to enlarge)
widevieworiginallanding.png

After

(Click to enlarge)
CSNlandingafter.png

With the landing page, I wanted to address 3 main things:

1.

What content should I include?
(user needs)

2.

In what order should that content occur?
(content hierarchy)

3.

How should that content be phrased?
(voice/tone/language)

As this was a startup (no analytics to go off of), I relied on both generative and evaluative research efforts to answer these questions.

Generative​ Research

Survey

to inform content hierarchy, brand voice, and user needs.

 

Competitive Analysis (review and conversation mining)

to leverage friction points in other products into opportunities for our own.

 


Survey 

  • I recruited 20 participants to take a 10 question survey, and made sure to include both those with and without booking home care services.

​

Here are some survey excerpts/example questions and what those answers were used to inform:

​​

  • ​Content hierarchy of landing page

    1. If you've booked home care in the past, what features were most important to you? Rank 1-5 with 1 being the most important.

    2. If you haven't booked home care in the past, what would you like to know about first?  Rank 1-5 with 1 being the most important.

      1. Booking process 55%​

      2. Services offered 25%

      3. Who we are 10%

      4. Pricing 8%

      5. What sets us apart 2%

 

This was interesting to me and served as a reminder that we are not our users.  The answers and preferred order of information went against my initial assumptions.  (e.g. I thought pricing would have been higher up on the list.)

​

​

  • User needs

    • ​If you've booked home care in the past, were there any issues you encountered?  Anything you would have liked to see?

      • Pricing ahead of time​ would have been super helpful.

      • A little bit more about who was actually going to take care of my brother.

      • Reviews of caregivers from other clients

 

​

  • Brand voice

    • What qualities would you expect/like to see in your perfect caregiver? 

      • Compassion

      • Honesty

      • Experience​​

​

​​

Competitive analysis

​

  • I leveraged friction points from our competing product's reviews into opportunities for our own.​​​

​

  • I extracted quotes from user reviews to inform our landing page copy and brand voice guidelines.

​

 

Read a few quotes below or check out an abridged version of my review mining document here​​

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Friction points
What is missing from other products that we can use for our own gain?

"...the website was a little bit confusing.  We sent a message to get a quote and it took a few days to hear back. We weren't sure what to do."
"...the pricing structure was confusing and it was hard to get a quote..."
"...we received decent care, but the person that came was not who we were expecting.  It didn't bother us that much, it was just a little frustrating and confusing"
​

Quotes
(What do our users want to hear?)

"...professional care from people who feel like friends..."
"...provided the exact care we needed, right where we needed it..."
"...they helped increase his joy of living...

Evaluative Research

I used the following methods to measure the effectiveness of the content that was already in place.  
My goals were to understand specific friction points and define success metrics with the stakeholder.

Cloze Test
Flesh-Kincaid Score
5 Second Tests
Moderated Usability Sessions
Heat Map
Card Sort
​

Cloze Test to measure comprehension
Before Redesign

42.68%

After Redesign

71.67%

Impact

+29%

Flesh-Kincaid to measure readability
Before Redesign

45.6

After Redesign

78.05

Impact

+32.45

5 Second Tests to validate comprehension

​​​​Heat Map to understand user behavior

Moderated Usability Testing to inform journey map (points of joy vs. points of friction)

Card Sort to optimize information architecture

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