Challenge
Enter a high performance, fast moving team fresh out of a rebrand with a clunky WYSIWYG editor on top of Wordpress. Drive growth focused optimizations and full page redesigns on the logged out surface.
Homepage redesign—10% increase in CTA clicks, 3.4% increase in transactions and a 7.8% decrease in bounce rate.
Results
Designed and collaborated with engineers on an MVP design system, including a system of interaction animations, and moved the site from Elementor to ACF. This decreased go-live time across the project and reduced QA time and bloat on the site. After going live, we benefitted from a 32% increase in performance, 1.5 second decrease in time to LCP (largest contentful paint) and a reduction to 0 seconds total blocking time.
Once the design system was in place, I continued to test full page redesigns and optimizations. I solved for some core user experience issues and designed a new product page template, including adding the ability for a user to get a quote on page for their policy. This test saw a 13% increase in CTA clicks and a 2% increase in transactions.
A homepage redesign focused on improved brand expression and saw a 10% increase in CTA clicks, 3.4% increase in transactions and a 7.8% decrease in bounce rate.
We also ran smaller optimizations that leveraged personalization for improved return to quote experiences. Our initial test ran over a few weeks and resulted in 1,353 more new leads and 6.5% increase in conversion (policies bound).
Please reach out to learn more about this work and outcomes.
Product page redesign—13% increase in CTA clicks and a 2% increase in transactions
Return to quote optimization—1,353 more new leads and 6.5% increase in conversion (policies bound)