CRO Designs: Before & After

Conversion Rate Optimization, Visual

Many companies have high web traffic, and very low conversion rates. This equates to a ginormous loss in sales. One of the simplest things they can do is optimize their pages. I'll show you how these smart companies invested $1000 and turned into 10x more.

SHOW ME THE MONEY MAKER AD

Using conversion focused techniques, I created two banners (B and C) to test the connection between design and sales. Can you guess which one performed better?

A. Original
B.
C. 
ANSWER

It's a sad day for visual designers.

If you guessed C, you're wrong. B is hands down the winner. C is definitely the prettiest, but prettiest isn't always convincing.

SO HOW DID WE DO IT?

Needs. We focus on the needs. No one likes a long check out process, so I started off by modifying the existing task flow to eliminate redundancy. Here's a breakdown:

1. Group repetitive information

2. Utilize automation

SKETCHING

Design comes in thousands of different ways - I just have to find a few that works.

By understanding that users wanted a simplified task flow above all else, I used their negative reviews to sketch several UIs to fix that very problem.

HI-FI MOCK UP

After iterating a few mock-ups internally with fellow designers, I started developing the front-end using Webflow.

This made it 3x faster for the developer to code the rest of the project.

LAUNCH RESULTS

Over the course of several weeks, bounce rate decreased by 17%. With traffic of over 7 million monthly users, that's a HUGE WIN!

My focus was to make sure that this donation process was second nature to users. The design was not only super simple, but users never had to worry about frustrating, repetitive info ever again!

Due to change in deadlines and budget constraints, we were not able to generate user tests. But because the client was super excited about the idea, it will be put on next year's priority list.

FINAL THOUGHTS

1. Continuous collaboration with the team is essential for carrying out goals. Couldn't do it without the teammates!

2. Prioritizing problems is key. It will create a better solution and keep everyone on the same page.

3. When there are various ways to solve the problem, choose the most simple!

© 2019 by Hilary Ledoan