Optimizing Landing Page Design to Achieve Business Goals
Pashadelic is a social app designed for landscape photographers, fostering connections, sharing valuable information about specific locations, and providing inspiration to the photography community.
Overview
The challenge faced by Pashadelic was a high bounce rate on our single-page landing, designed to introduce our product and business, indicating a difficulty in sustaining user curiosity despite our efforts to communicate our offerings effectively.
Business Challenge
Pashadelic's primary goal was to enhance user sign-ups, but the existing landing page was ineffective, resulting in a high bounce rate of 85%.
Understanding User Persona
To craft an effective solution, we enhanced our understanding of personas through qualitative user interviews.
The main insight gained from these interviews was understanding how our users seek local information and value the engagement with the landscape photography community.
Solutions
Leveraging the insights we gained, we developed two distinct designs.
The first emphasizes the "local" experience by showcasing stunning photography taken in proximity to the user's location upon login, aiming to inspire immediate engagement and sign-ups.
The second solution fosters a sense of community by featuring remarkable photographs contributed by existing users, encouraging new visitors to engage with the broader photographer community.
Outcome
Following the A/B testing results, which showed a 4% improvement in sign-up rates for the single photo landing page, coupled with a substantial 76% decrease in bounce rate, we witnessed a significant uptick in user sign-ups. Within three months of launching the updated landing page design, we reached a major milestone by surpassing 50,000 users.