Redesign the landing page to optimize the conversion rate on Mobile and Desktop
Context
Verisure is a leading security company that provides professionally monitored alarm systems and smart home solutions for homes and businesses, ensuring 24/7 protection.
Vérisure wanted to thoroughly rethink its landing page with the aim of optimizing the conversion rate, both on Mobile and Desktop. Since the introduction of a new template in November 2022, a noticeable drop in the conversion rate has been observed, particularly on Mobile, necessitating a complete overhaul to correct this underperformance and maximize the page's effectiveness on all media.
Key roles
• Carry out a UX audit and benchmark (upstream).
• Create wireframes of 2 templates for the landing page (upstream).
• Participate in a 6-to-1 co-creation workshop with client teams.
• Design mobile and web graphic mock-ups.
UX Audit Results
Following a UX audit, several areas for improvement and friction points were identified.
Architecture: The current landing page lacks a clear structure and hierarchy, which negatively impacts how information is presented to users. A redesign is necessary to establish a logical flow that improves content organization.
Consistency: To enhance the user experience, consistency across navigation, wording, interactions, and visuals is crucial. Uniformity in discourse and design elements ensures a smoother, more intuitive journey for users.
Accessibility: Many elements of the page fail to meet accessibility standards, which hinders fluid, intuitive navigation. Addressing these gaps is essential for creating a more inclusive experience for all users.
Freedom of Choice: The current landing page contains numerous CTAs that push users into a rigid sales funnel. Instead, the design should prioritize offering users the freedom to explore, with actionable suggestions that guide rather than force decisions.
6-to-1 Workshop
A co-design workshop was needed at this stage to bring together the visions and ideas of the various divisions.
Modularity
An important notion in landing page design is to have modular sections that can be moved or changed easily.
An important notion in landing page design is to have modular sections that can be moved or changed easily.
Streamline
Go for the essentials and offer fluid navigation.
Go for the essentials and offer fluid navigation.
Humanized
Highlight the relationship between people and products.
Highlight the relationship between people and products.
Mockups & Prototypes
