SUNGEVITY SOLAR
LEAD GENERATION
LANDING PAGES
The Challenge
Improve lead conversion on existing landing pages.
I partnered with the Lead Visual Designer from our Marketing Team to ensure that the UX/UI of our lead generation pages was consistent with the rest of our "Sunshine Online" platform, and to make sure that they were subscribing to all UX design best practices and standard design patterns.
The Process
1. Heuristic evaluation
Identified and documented lack of best practice rules for landing pages. Marketing copy and imagery were not resonating with our target audience. Reliance on text and not emotionally connecting with audience.
2. User research
Worked with Product Manager and Customer Insights Manager to identify messaging that would truly resonated with our target customers.
3. Design exploration
Quickly explored a variety of design solutions using whiteboard sketches, low and high-fi mockups. Presented to stakeholders and development team to guage feasibility
4. Testing
Used static mockups to perform user testing and vet new designs and messaging with solar prospects in our target markets
5. Design solution
Created final hi-fi design comps. Completely overhauled page composition and implemented best practice landing page rules. Worked with Brand Team to craft a simple story with a strong call-to-action and hyper-targeted copy and emotionally resonant imagery that focused on customer value.
6. Development & release
Collaborated with Development Team and Brand Team to ensure that page production went smoothly and maintained "pixel-perfect" visual quality.
The Results
Lift in page views/visitors
23%
Increase in time spent on page
38%
Lift in lead conversion
28%
