The project aims to give the Doxim event landing page a facelift, making it more effective at promoting the specific event and increasing visitor engagement. The main focus is to create an effortless and enjoyable experience for visitors by optimizing different elements of the landing page. This process aims to deliver higher conversion rates through careful analysis and implementation.
VP of Marketing, Marketing Managers
My responsibility as a UX designer is to optimize the landing page to increase its conversion rate by motivating visitors to take action and actively interact with the content.
The purpose of the event landing pages is to effectively promote specific events while encouraging action and active participation in the event by the visitors. These pages are carefully designed to showcase all necessary details in an engaging and straightforward manner.
The research uncovered that enhancing the user experience and increasing the landing page conversion rate was critical. The absence of a clear structure was found to adversely impact user engagement and conversion rates. Users faced difficulty comprehending the significance of content, leading to decreased interest in staying on the page or taking actions as desired.
Moreover, the landing page overwhelmed users with an excess of information, leading to frustration. The surplus text and visual clutter made it arduous for users to find relevant details quickly, hindering their decision-making process and ability to take desired actions efficiently.
Found difficulties in quickly scanning the page and locating specific information. The lack of a clear hierarchy made it time-consuming to find relevant details, hindering their ability to make informed decisions.
The absence of a clear hierarchy on the landing page resulted in decreased user engagement and a lower conversion rate. Users were less likely to stay on the page or take desired actions when they couldn't easily understand the content's relevance and importance.
The current landing page template is used for asset downloads, event RSVPs, and webinar registrations. It follows a two-column grid design that was originally requested by the sales team to boost conversions on the right-hand side Pardot form. However, this may not always work as intended for promoting events. The landing page tends to be overloaded with information which can distract users from filling out the form on their right.
The team has noticed that the mobile version of the landing page has a downside - users must excessively scroll down to reach the form. This inconvenience is creating yet another obstacle for visitors when trying to interact with the website. To solve this issue, they aims to introduce a new feature allowing swift navigation between event info and forms.
After team discussions, they have decided to develop three unique designs targeted at improving the promotion of future events. Their objective is to equip sales teams with advanced tools that enable them to effectively promote events they are attending and create opportunities for engaging potential customers.
The updated designs focus on creating a user-friendly and organized layout, improving engagement and boosting conversion rates. The objective is to avoid overwhelming users with excessive information, resulting in frustration. These designs aim to simplify navigation through content while taking ample time for better understanding. A clear hierarchy is established on the landing page, enhancing comprehension and driving desired actions from the user while increasing conversion rates and engagement levels.
By adding buttons, website users can smoothly navigate through the events' information and forms, which ultimately enhances their browsing experience. The new designs have been modified to include a separate section for downloading digital assets and accessing calendars while also improving event visibility. Moreover, mobile sites are now more user-friendly with bottom navigation menus and back-to-top buttons that make navigating between different pages faster and easier than before.