Lead Generation Page Design
Project Completion: 3 Weeks
The Problem
A trucking company is in need of drivers for their cargo trucks. They spent thousands of dollars running a couple of Facebook Ads for months. Although their ads are getting a lot of views, only a few would proceed to send their information to the hiring manager.
The Goal
Make a lead generation page that would entice the interested applicants to proceed with their application.
The Solution
The client hypothesizes that putting up a lead generation page would make it easier for the applicants to input their information. Thus, getting more applicants to fill out the job listing.
Scope of Work
UI/UX Design and Development: wireframing, prototyping, testing, and developing.
Research and Ideate Solutions
The client has prepared a web copy and only wanted to improve the design of the lead page.
I conducted both market and competitor research.
Notes and observations from my research:
![Observation 1](https://www.audreyestangki.com/wp-content/uploads/2022/06/Observation-1.jpg)
![Observation 2](https://www.audreyestangki.com/wp-content/uploads/2022/06/Observation-2.jpg)
![Observation 3](https://www.audreyestangki.com/wp-content/uploads/2022/06/Observation-3.jpg)
Review of the Copy:
The client provided the following copy where I reduced it to the most important information (highlighted in blue).
![Original Copy](https://www.audreyestangki.com/wp-content/uploads/2022/06/Original-Copy.jpg)
Styleguide
Typography
![Typeface](https://www.audreyestangki.com/wp-content/uploads/2022/06/Typeface.png)
Color Palette
![Color Palette](https://www.audreyestangki.com/wp-content/uploads/2022/06/Color-Palette.png)
Prototype
Wireframe
![wireframe](https://www.audreyestangki.com/wp-content/uploads/2022/06/wireframe.jpg)
Initial Screen
![screen1](https://www.audreyestangki.com/wp-content/uploads/2022/06/screen1.jpg)
Testing
Iterations
After publishing the initial page, the client wanted to iterate by removing the agent’s phone number and simplifying the copy.
![Iteration Desktop](https://www.audreyestangki.com/wp-content/uploads/2022/06/Iteration-Desktop-1.jpg)
A/B Testing
The client also wanted to conduct an A/B testing on the call-to-action , and switch the placement of the benefits and form on the mobile version of the page.
Variant A
- Original Variant
- Form first before benefits
- “Learn More About This Amazing Opportunity”
![Variant A](https://www.audreyestangki.com/wp-content/uploads/2022/06/Variant-A.jpg)
Variant B
- Challenger
- Benefits first before form
- “Learn More About This Amazing Opportunity”
![Variant B](https://www.audreyestangki.com/wp-content/uploads/2022/06/Variant-B.jpg)
Variant C
- Challenger
- Benefits first before form
- “Learn More About This Great Job”
![Variant C](https://www.audreyestangki.com/wp-content/uploads/2022/06/Variant-C.jpg)
Results
A/B Testing Results
- The CTA which states “Learn More About This Amazing Opportunity” performed better than the other variant.
- On the mobile version, the variant that presented the benefits first before the form performed better than the original version.
- Variant B is the champion in this test.
![Conversion Results](https://www.audreyestangki.com/wp-content/uploads/2022/06/Conversion-Results.jpg)
Conversion Results
- By the end of the month, the client was able to fill out all 4 vacancies in his job listing.
- He was able to pool more leads for future needs.
- The client discontinued the ad which saved him money.
![graph](https://www.audreyestangki.com/wp-content/uploads/2022/06/graph.jpg)
What I Learned
Although there’s truth to the saying that good design is subjective, I appreciated how the data is a better means of determining whether the design is good based on how effective it is in achieving its goals.