Enhanced conversion rates achieving a double-digit growth over an 8-month period for ClearCaptions by optimizing their landing page.
Overview
ClearCaptions provides top-tier telephone captioning services that empower hard-of-hearing seniors to regain their independence and lead fulfilling lives. My goal was to enhance the user experience on ClearCaptions' website, ensuring that the primary users could easily understand the services offered. The project focused on redesigning the hero section and below-the-fold layout of the landing page to improve information hierarchy and readability, ultimately driving higher engagement and conversions.
Problem Statement:
The existing landing page on captions.com suffers from a low conversion rate due to issues with legibility and information flow, particularly impacting users over 65. My challenge was to create a more user-friendly design that addresses these barriers. High bounce rates and fewer sign-ups indicated the need for improved readability and a clearer hierarchy to better serve hard-of-hearing seniors and their caregivers, enabling them to easily access and engage with ClearCaptions' services.
Users & Audience:
The primary audience comprises senior users (aged 65 and above) who need clearer legibility and easier navigation to make informed decisions. Additionally, it is also catered towards caregivers for these senior users.
Scope & Constraints:
Scope: Focus on improving the hero section and overall landing page.
Constraints: Visual adjustments and content reorganization without altering core functionality.
Process & What I Did:
Conducted A/B tests using Instapage to validate findings and gather performance data, enabling iterative improvements to the page design for better accessibility and usability for senior users.
- Improved Content Legibility:
Hypothesis: Senior users struggle with reading text over complex backgrounds and small fonts due to vision impairments. Simplifying the background and increasing font sizes will enhance readability and focus. Design Strategy: Replaced the image overlay with a flat blue background to reduce visual distractions. Increased the font size for subtext and headlines to improve visibility.
- Improved Layout of the Form:
Hypothesis: Positioning the form according to natural reading patterns and making key actions immediately visible will facilitate faster completion and reduce cognitive load for senior users.
Design Strategy: Moved the form to the left side of the hero section to align with left-to-right reading habits. Placed the "SIGN UP" call-to-action above the fold for immediate visibility. Included the instruction "All fields required" for clarity. Added a phone number at the end of the form for immediate support.
- Improved Information Hierarchy:
Hypothesis: Highlighting testimonials and key service benefits visually will build trust and allow users to quickly grasp important information without reading extensive text.
Design Strategy: Elevated testimonials to a more prominent position to reinforce trustworthiness. Added icons in the hero section to visually represent additional services like free phone and free installation.
- Enhanced Call-to-Action (CTA) Button:
Hypothesis: Simplifying the CTA design will make it stand out without overwhelming users, improving comprehension and interaction, especially for seniors.
Design Strategy: Removed the text shadow from the CTA text for a cleaner look. Added a subtle drop shadow to the button itself to increase prominence while maintaining a minimalist design.
5. Addition of Icons Below the Product Image
Hypothesis: Using visual icons to represent additional services will help users quickly understand product features without reading detailed descriptions.
Design Strategy: Placed easily recognizable icons beneath the product image to visually showcase additional services, allowing users to grasp the information quickly at a glance.
CONTROL
TREATMENT
Results & Lessons Learned:
Results:
- The changes successfully reduced the bounce rate and significantly increased the conversion rate, achieving a double-digit growth over an 8-month period—far exceeding the initial expectations.
- These improvements demonstrated the positive impact of optimizing content legibility, form layout, information hierarchy, and the CTA, all of which contributed to a more engaging and accessible user experience for senior users.
Next Steps:
- Test different section orders to further enhance information hierarchy and guide users more effectively through the content.
- Experiment with incorporating video in the hero section to engage users visually and convey key messages more dynamically.
- Test various header copies to determine the most compelling messaging for driving conversions and capturing attention.
- Consider incorporating more rounded edges and modern UI elements into the design. Rounded edges can create a friendlier and more approachable aesthetic, which resonates well with elderly users by reducing visual sharpness and complexity.
- Additionally, introducing updated UI components with high contrast, larger touch targets, and simplified interactions can further enhance usability and accessibility for senior audiences. These improvements would align the design with contemporary standards while addressing the specific needs of the target demographic.
Lessons Learned:
- Improved legibility and content organization significantly enhanced user engagement, especially for seniors.
- Visual adjustments like background and CTA improvements positively impacted user experience and conversion rates.
- Continuous testing and iteration based on user feedback was essential for optimizing the landing pages.
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