Our research started with taking a step back and looking at the overall feel of the landing page:
- Was it consistent with branding on the website and interior pages?
- Did it perform well on mobile?
- Did the form catch the user's eye?
- Did copy need to be changed at all?
The overall aesthetic of the landing page pointed to multiple opportunities for improvement. First, the page was cramped with an inconsistent design and layout compared to that of the interior pages on the website. When branding or layouts are inconsistent, a user can be confused or even begin to lose trust with the website they are viewing, mainly because it leads users to believe that the product or service is not held to a high standard.
Second, we noticed a lacking mobile device experience. The form fields in the demo request form were not optimized, becoming too small on mobile devices and also missing the heading that tells users what happens when they submit a form. When it came to laptop image on the landing page, it wouldn't resize properly on mobile and tablet devices.
The Solution
As a result of our research, our recommended landing page test design would contain:
- A responsive design optimized for mobile and tablet devices
- A form with a branded color background to catch the user's eye
- A headshot for the testimonial to give a "human" feel to the landing page
- Changes in copy to better capture target audience's attention
Our landing page variation incorporated the above elements in hopes of increased engagement and form submissions: