Landing Page Redesign Increases Conversions 150%

Background

A wellness division responsible for client HR initiatives like wellness campaigns, health coaching, and preventive health screenings was struggling with an underperforming landing page. The page was cluttered with confusing copy, irrelevant images, and lacked a clear call-to-action, failing to communicate the division's value proposition or generate any leads. With a rebranding on the horizon, I collaborated with the division manager to lead the overhaul of the landing page.

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Analyzing Past Mistakes

The first step was to analyze the old page's performance:

• Google Analytics: Showed that users were bouncing after an average of 26 seconds, with the page containing over 2,000 words, far too much to engage users in such a short time.
• Heatmaps: A heatmap tool revealed that only 70% of users scrolled to the bottom, where the only call-to-action was placed—far too late to capture their attention.

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Setting New Goals

We set two primary goals for the new page: implementing the division’s rebrand and optimizing it to generate leads. I structured the redesign around two core principles:

• Pass the “Grunt Test” in 30 Seconds: The page needed to clearly answer three questions—What do you offer? How will it make my life better? How can I get it?—all within the first 30 seconds.
• Value Proposition Above the Fold: The value proposition and call-to-action had to be immediately visible, reducing bounce rates and encouraging conversions.

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Wireframing New Page

Drawing on principles from Donald Miller's ‘Storybrand’ framework, I developed a wireframe with five key sections:

1. Header: Highlighting the value proposition and presenting a clear, aspirational identity for the customer.
2. Pain Points: Identifying key challenges users face to prompt them to take action.
3. Guide Positioning: Positioning the company as a guide that helps customers overcome their challenges.
4. 3-Step Solution: A simple, three-step process to show how easy it is to engage with the division’s services.
5. Lead Magnet: Offering valuable, downloadable content in exchange for contact information.

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Finalizing New Page

After incorporating team feedback, I published a responsive landing page with consistent branding and a clear, continuous call-to-action. Key elements included:

• Header: "Empower your Employees to Live Healthier"
• Pain Point: "The Unhealthiest 20% Spend 80% of Your Plan’s Money"
• Guide Positioning: "Beginning a healthy lifestyle is hard. Our Wellness Programs make it easy."
• 3-Step Solution: "Talk to a Consultant, Pick a Plan, Empower Your People"
• Lead Magnet: A downloadable “Employer Solutions Guide,” gated by email submission.
• Call-to-Action: A "Talk to a Health Coach" button placed throughout the page, linking to a scheduling tool for users to book a 15-minute consultation.

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The Results

Within the first month of launch, the new landing page outperformed the previous version:

• User Engagement: The average time spent on the page increased by 46%, from 26 seconds to 38 seconds.
• Conversions: The new page saw a 150% increase in conversions, generating 7 leads in the first month. Five leads submitted their emails through the lead magnet, while two others booked meetings through the consultation scheduling tool.