I Brought UX Thinking into Marketing Landing Pages That Converted
This project was the first collaboration between our design and marketing teams. After several campaign landing pages didn’t convert as expected, the marketing team turned to design for help. The existing pages had UX issues, but they also lacked storytelling and a human connection. I was the designer responsible for exploring a different approach.
Overview
Context
This project was the first collaboration between our design and marketing teams. After several campaign landing pages didn’t convert as expected, the marketing team turned to design for help. The existing pages had UX issues, but they also lacked storytelling and a human connection. I was the designer responsible for exploring a different approach.
For this campaign, I designed a landing page promoting online medical visit to women, the platform’s largest user group. I also used conversations from the community where the campaign was promoted to better understand their needs, concerns, and language.
Some details and data have been adjusted for confidentiality.
Why this problem was important?
Last year, we received around 40,000 support calls, with 34% related to unclear navigation and users feeling confused when trying to continue from landing pages. Notably, around 70% of all online consultations were from women.
What Were The Goals Behind This Collaboration?
Increasing the Conversion Rate
Designing to Reduce Support Calls
Clearer Online Visit Process
Encouraging User Engagement
What I Learned From Analyzing Previous Landing Pages
But Did Any of This Actually Work?
Process in Details
Here’s How I Approached This Collaboration
I analyzed the heatmap of a previous campaign’s landing page, which promoted online consultations for gynecology, nutrition, and general practice.
My goal was to understand why users were not converting into paid online consultations. To support these insights and validate my hypotheses, I also analyzed data from Google Analytics.
Deep Dive for Product Discovery
I started by gathering insights from different sources to better understand the users who would see our native ads on the publisher website.
Heat Map Analysis & Google Analytics
After analyzing the heat map and Google Analytics, I came to the following findings:
User's Confusion & Lack of Onboarding
Users frequently clicked on the support center contact number or any area on the landing page where the terms “support center” or “support” are mentioned.
Users Needed More Trust
There also seems to be a trust barrier reflected in repeated clicks on the word “trust” in the value propositions section and on doctors’ images.
Based on what I found, I wondered what if I check the call report:
Call Center Report Analysis
More data collection:
Target Audience Analysis
The landing page I designed was for a campaign promoting online medical visit to women, our platform’s largest user group. The campaign ran as a native ad on a popular women’s website with an active online community.
I used conversations from this community as part of my research to better understand women’s needs, concerns, and the language they used.
How Did I Decide What to Include in the Landing Page?
Based on the findings and insights I gathered.
What Did I Find After This Analysis?
Finding One
Topics like gynecology, nutrition, and psychological counseling were among the most frequent.
Finding Two
Most expert content was short, and there were fewer written articles compared to videos.
Finding Three
Women often shared personal stories to receive empathy and advice from others.
Finding Four
Users continue conversations continuing in the comments with responses back & forth.
Choosing Main Sections
Based on all the findings and insights I gathered, I realized that a few parts could play an important role in making the landing page more engaging and the online consultation journey easier and less confusing:
Testimonials, Onboarding, Popular Specialties, and General Practitioner.
Testimonial
Users engage with comments and doctor profiles. Linking them can build trust for users. Adding real user voices with permission could make it more authentic.
A testimonial section combining users’ voices with the doctors they visited.
Onboarding
Part of the onboarding was to use a simple language with clear messages to make sure users will understand the information in the same way.
Popular Fields of Specialty
Gynecology, nutrition, psychology, and contact support center were the most viewed sections in the previous landing page.
General Practitioner
From conversations with the Product Manager and later the Customer Experience Lead, I found out that some of our GP partners were unhappy because they were getting very few online visits.
Around 15% had already left the platform because of this. At the same time, users sometimes had to wait too long or couldn’t find an available doctor in certain specialties. That’s when I realized these two problems could actually help solve each other.
General practitioners in this landing page can help users in "Checking Symptom, Answering Medical Questions, and/ or Choosing a Specialty gives general health consultation."
I Added a Little Bit of Me
One personal touch I brought to this project was combining benchmarking with story-framing. I shaped this approach based on our Design Lead’s previous experience and a Medium article by another designer that introduced me to story-framing.
It was important to keep the human language and build human connection with our users in this landing page, which I thought could be best possible through storytelling. This is the main reason I used story-framing method.
Story-framing is about designing an interface around a scenario or conversation between the business and the user. It helps keep a human touch in the design and reminds us that users come to an interface with questions and expect it to give them answers.
I explained in detail about my experience of using storytelling in my interface design in a Medium blog post. But to give you an idea of how I combined benchmarking with story-framing in my wireframes, here are a few examples:
First Impact: A Pain Point That Turned Into a New Feature
Call center data and heatmaps showed me that many users simply wanted to talk to a doctor right away. I shared this with the team and later designed Fast Call, a new flow for getting an online doctor without waiting.
Six months after launch, it made up around 30% of online visits, while urgent-related support calls dropped by around 6,000 compared with the same period the year before.
Second Impact: Better Use of GP Capacity
Through a quick data review, I analyzed post-survey feedback to identify recurring qualities users mentioned, and selected four based on insights from the destination platform analysis including:
High Patient Satisfaction
Fast Response Time
Strong Empathy
Friendly Tone
User Flow of Doctor Suggestion later became a popular flow with thin our users for asking their questions without waiting much time. Also, reduced the customer support calls over the next 6 months by 15%.
Third Impact: Making It Feel Real, Without a Photo Budget
To make the landing page feel more human and relatable, I wanted to use photos of real Iranian women instead of generic stock images. So, we decided to use real photos of colleagues, which turned out to be both cost-effective and more authentic. It helped the landing page feel closer to our users while avoiding the generic look of stock photos.
Hero Section Needed to Be Refined
In the first version, I grouped women into four categories and added a short story for each. Users had to slide to see other categories, but heatmaps and analytics showed they barely noticed or used it.
In the next version, I redesigned them as visible cards. This made them more noticeable, and the click rate increased by 45%.
