The team at Forth needed a new campaign landing page for their female hormone mapping product, MyFORM. The goal of the campaign was primarily to raise awareness and educate people in the details of how the product works, with a secondary hope to increase conversions over time. Traffic to the page would come directly from a series of paid ads over 4 weeks.
Since there were 2 distinct audience types for the product, we created 2 page designs with subtle differences in messaging.
The first stage involved reading and understanding information on the product, and translating that into a narrative that users can quickly and easily pick up when they land on the page. Taking a mobile-first approach, it was clear we needed to cut the content quite drastically, and use UI patterns to reduce the page length.
I presented rough wireframes that included my own draft copy/content, and talked through the rationale, before moving into design.
I approached the design from a mobile-first perspective to minimise scrolling and text length, and used best-practice design patterns for product pages with an aim to increase conversions.
To help users understand the concepts easier, I added large, to-the-point headings and illustrations that summarise concepts into an easily-digestible format.
You can see the final designs below.
Overall, the landing pages showed a 367% increase in conversion rate compared to the campaign from the previous year, and a 500% increase compared to the standard product page from the previous month.
