Homepage and Navigation Redesign

My Role: Web Strategy & Design, Analytics

Registration Flow

Hypothesis

Many users who fill out the Sales Contact Form are are not qualified leads. More specifically, a large percentage of the unqualified leads are residents who are looking for general support or to make a payment. If we update the messaging and navigation on the homepage, we believe we can greatly reduce the number of users who fill out the form in error as well as provide clearer brand-awareness for prospective clients.

Solution

  • Revise header navigation to clarify the different types of business contact (ie. User Support vs Sales Contact)
  • Create branded messaging and a clear call to action
  • Optimize form fields for conversion while also deterring residents

Process

To begin, I identified all points of conversion on the corporate website in order to assess conversion rate variants. Working closely with the Director of Demand Generation we defined the two types of users and how we wanted to approach communication. It became apparent that the language throughout the site was being used indistinguishably and did not clearly suggest the difference between contacting the sales team vs looking for support. We created unique language for the different points of contact, and by grouping them in close proximity on the page we felt that it would further help the user choose the path that is correct for them. We also focused on ways to optimize the sales form. We focused primarily on language, but also on adhering to best practices. I created a user flow and wireframe for stakeholder buy-in as well as a mock-up for our content specialist to use for context. After I built the revised layout on our website, I used Google Optimize to do a 50/50 split test with the current layout.

Result

After a one-month A/B test, we saw a significant increase in conversion rate of qualified leads, but we also saw a higher bounce rate. In regards to residents filling out the form in error, the results were inconclusive. We actually had an influx of residents filling out the form in error. It was determined however, that this most likely was the result of other organizational changes that prompted support issues. Overall, the increased quality conversion rates make this successful, and it has given us more insight into the other ways we can help the users through the support funnel.