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LANDING PAGE REDESIGN
Simplifying landing page content to align with user needs and expectations.
(NDA only allowed parts of project to be included here)
CLIENT
Wideview
ROLE
Content Designer/UX Writer
TIMELINE
3 Months
COMPANY BIO
Ecommerce
The Problem
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Content contained too much jargon/technical lingo
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Tone did not align with target audience
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Poor Cloze and Flesch-Kincaid scores
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Low CTR
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High bounce rate
The Process
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5 second testing (Lyssna)
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Cloze tests
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Flesch-Kincaid test
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Conversation/review mining
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Competitive analysis
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Highlighter test
The Solution
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Simplify landing page content to read at a lower grade level.
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Content geared towards what users both want and need to hear.
The Impact
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5 second tests showed quantitative answers double in success rate and qualitative answers more aligned with user needs
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Increased task completion rate (i.e.more visits to desired pages, as stated by stakeholders and analytics).
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Cloze tests increased from 42% to 71%
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Flesh-Kincaid Scores increased from 45% to 78%
CONTEXT
Even though the company had done research into who their users were, they failed to align the tone content with what they needed and how they needed to hear it. A content style guide was missing, as were user personas, so much of the content in place was the result of mere guesswork. The result was complicated jargon geared toward a much more senior audience.
WHAT I DID
I used their research findings to help develop in-depth persona spectrums and, after those were in place, dug into some conversation to identify a relevant tone of voice.
RESEARCH
The research findings were limited to information collected during the user's onboarding process. They were asked how much experience they had in the field, what they hoped to accomplish, and what they wanted out of this product (the last question had a "write-in" answer field).
So who was using this product?
1) People who were just starting out and needed help navigating the Ecommerce world.
2) People whose Ecommerce businesses were less than a year old.
3) People who wanted to simplify the growth of their E-commerce business.
In the end, it came down to simplifying the content so that more users understood how Wideview could help.
Example 1
ORIGINAL
This "above the fold" content was too short to yield any usable analytics from a Flesch-Kincaid or Cloze test. Instead, since it is the first text our users are going to read, we put these two versions through some 5 second testing to gain some real world insights into how our users will read and comprehend the content.
One of the challenges we faced was the stakeholder's insistence on keeping the phrase "wide view" in the subhaeder somewhere.
REVISED
We used Lyssna for our 5 second testing, and had 6 participants.
This version outperformed the previous in terms of answering questions about what Wideview does, and how they can help.
Example 2
ORIGINAL
Flesch-Kincaid Grade Level: 8.6
Flesch-Kincaid Reading Ease Score: 46.9
REVISED
Flesch-Kincaid Grade Level: 6.5
Flesch-Kincaid Reading Ease Score: 71.8
This content performed far better on the 5-second testing that we conducted, and was a direct quote from our rounds of conversation mining.
ORIGINAL
Flesch-Kincaid Grade Level: 12.8
Flesch-Kincaid Reading Ease Score: 41.4
In situations like these, what's often overlooked is the purpose of the content. With a format of H1, H2, CTA, the main intent of the words is to convince the user to click the CTA.
We conducted a 5-second test, highlighter test, and Flesch-Kincaid calculator.
We learned that not only is this information being conveyed at a college reading level (baseline should be 5th grade) but a lot of the users weren't even reading it. And those that did take the time to read it, were confused.
In short, it wasn't scannable, and didn't entice the user towards that CTA.
REVISED
Flesch-Kincaid Grade Level: 6.7
Flesch-Kincaid Reading Ease Score: 68.1
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