Homepage Re-Design for Conversion Optimization

Project

The project embarked on a transformative journey to revamp Pollen's old homepage, driven by comprehensive user research, innovative UX/UI design, and strategic user testing. Our goal was to enhance user understanding, engagement, and ultimately, conversion rates.

Challenge

The initial challenge was the underperformance of the existing homepage. Users found it confusing and lacking in clarity, which deterred them from applying or engaging further. The design itself was confusing in using the homepage the fastest way from Advertising to conversion. Our mission was to uncover these pain points, understand user needs, and craft a homepage that not only resonates with the audience but also drives conversions.

Process

1. User Research: We initiated our project with an in-depth user research phase. This involved creating scripts and conducting tests to gauge user interaction with our current homepage. Our objective was to pinpoint what users found perplexing and what elements were missing that prevented them from taking the desired actions.
   
   

2. Design & Testing: Armed with insights from our research, we embarked on the design phase. Our team developed several new homepage designs, each aimed at addressing the issues identified. These designs were then subjected to rigorous user testing to evaluate how well they answered the initial questions and resolved the barriers identified in our research.
   
   

3. Selection & Optimization: Post-testing, we analyzed the data to identify the design that not only performed the best in terms of user understanding and engagement but also had the highest conversion rates. This design was then refined further to optimize its effectiveness.

   
   

Results

The shift from the old homepage to the new, research-backed design marked a significant turning point. The new homepage:

• Improved User Understanding: The clarity and intuitiveness of the design ensured that users could easily navigate and grasp the value proposition, leading to a deeper engagement.
  
  

• Increased Conversions: By addressing the initial barriers and optimizing the design based on user feedback, we saw a substantial increase in conversion rates. Users were not just visiting; they were taking action.
  
  

• Enhanced User Experience: The overall user experience was elevated, making the homepage not just a point of entry but a compelling journey that encouraged users to explore further.