Case Study: Towing startup's Marketing Landing Pages

Project Objective

A towing startup based in the USA that aimed to enhance its online presence and improve customer acquisition through targeted marketing campaigns. To achieve this, they required the design of several intuitive and user-friendly landing pages for their marketing campaigns.

My Role: Lead UX/UI Designer

I served as the Lead UI/UX Designer for this project. My responsibilities included designing the marketing landing pages, managing email marketing campaigns via Mailchimp, and collaborating closely with a team consisting of a Manager, a Marketing Specialist, and a Software Tester.

Project Goal

The primary goal was to redesign the landing pages to improve their usability, accessibility, and overall user experience. The redesigned pages needed to address issues from previous versions and effectively support the company’s marketing efforts.

Target Audience
The target audience for the landing pages included small to medium-sized businesses in need of reliable towing services. These businesses were looking for quick, efficient, and trustworthy services to ensure minimal downtime during towing needs.

Research and Analysis
Although direct user interviews were not conducted, the research was based on the analysis of previous landing pages and their performance metrics. The main issues identified were:

Ineffective Call-to-Actions (CTAs)
Slow loading speeds
Poor color combinations
A scammy appearance that deterred potential customers
Pricing plan design lacked visual hierarchy and intuitive layout, making it difficult for users to compare options and understand pricing easily.

UX/UI Design Process

We began by analyzing the existing landing pages to identify key issues, such as poor CTAs, slow loading times, and an overall untrustworthy appearance.
We focused on making the landing pages more user-friendly and accessible. This included enhancing the visual hierarchy, improving navigation, and ensuring clear, compelling CTAs.
Working closely with the marketing specialist and software tester, we brainstormed and conceptualized new design elements to address the identified issues.
The new designs were implemented, emphasizing a clean and professional look, faster loading speeds, and better color combinations.
Two versions of the new landing pages were created and tested with real users to gather feedback. This feedback was used to refine the final design, ensuring it met user needs and expectations.

Challenges and Solutions

Previous versions had weak CTAs. The new designs featured prominent and action-oriented CTAs using contrasting colors and compelling text.
Slow speeds were addressed by optimizing images and using cleaner code to improve load times.
To counteract the scammy look, a clean and professional design was implemented with a consistent color scheme that aligned with the brand identity.
Ensuring the pages were accessible to all users was critical. Larger fonts, clear labels, and intuitive navigation were used to enhance usability.

Outcome

The new landing pages achieved a 12% conversion rate, a substantial increase from the previous 5%.
There was a 30% increase in user engagement, evidenced by longer time spent on the pages and a higher click-through rate on CTAs.
The integrated email marketing campaigns via Mailchimp resulted in a 25% increase in open rates and a 15% increase in click-through rates.

Key Learnings

Using data from previous versions to guide the redesign process proved highly effective.
Prioritizing user needs and ensuring the design was intuitive and accessible led to better engagement and conversions.
Working closely with a diverse team allowed for a holistic approach to the project, ensuring all aspects of the user experience were addressed.

Conclusion

The redesign of company’s marketing landing pages was a significant success. We focused on creating user-centered improvements, addressing key issues such as navigation, visual hierarchy, and overall trustworthiness. The new landing pages featured a clean and professional design, enhancing the user experience and making the site more intuitive and accessible. Our collaborative team effort resulted in highly effective landing pages that greatly supported the company’s marketing campaigns, showcasing the impact of thoughtful and user-centric UX/UI design.