Case Study

  • Client: Chasing Tails – a brand that makes and sells Dog Ramps.
  • Business problem: Client doesn’t want to spend more on ads – rather would improve sales channel.
  • Objective: Create a user centered landing page that would increase sales of physical product from Facebook Ad traffic compared to default product page. Continue testing and iterating after launch to optimize sales and newsletter sign-up conversion rates.
  • Team: Me as UX Designer and Web Developer, Marketing Manager, Product Designer, Product Manager.
  • The Approach: Mix of D’Schools’ design thinking and & GV’s design sprint. Qualitative and quantitative user research:
    • For data gathering: secondary research, observational studies, heatmaps, A/B testing
    • For data analysis: thematic & content analysis, affinity diagramming, persona development, journey & flow mapping, storyboarding, correlation analysis.
  • Main user-centered problems found and fought: New visitors saw the product price as too high, lacked trust in the brand, desired more product and shipping information as well as social proof. After the first full launch there was a noticeable increase in total sales, but by further inspection in to the user flow backed by Google Analytics – a significant churn rate was found on the check-out page.
  • Impact: Increased % in sales and newsletter subscriptions.
  • Key takeaways:
    • Social proof – reviews with video content were highly appreciative by users in contrast to common text and star rating reviews
    • Would push stakeholders for one-on-on user interviews with previous product buyers.
  • Tools used: Figma, Webflow, Google Analytics, Google Optimize, Hotjar, UserTesting, Zappier, Klaviyo.
Low & High fidelity hero sections. I don't remember why I came up with the idea to put a video bellow the fold, but it has a huge success in user satisfaction. After A/B testing we saw that people prefered to learn more - just a small few clicked "Buy now".
Default product page heatmap note taking - with a finding of a 46.6% churn rate from main CTA to next actionable element. This was a huge problem, which paradoxaly was solved by extending the page even more and just delivering a story that's on point with the interests of the targer audience.
The new landing page was even longer, but achieved way better retention, with almost half of visitors reaching the very end. On the right is the email capture section and bellow is the response to high check-out churn rate. The only thing possible to customize was the image, so we adressed the main user concerns in their lack of trust for the brand.
Next story

back to main page

Tavo žinutė išsiųsta

Atrašysiu neužilgo

Padarykime tai kartu

Pasakyki kas vyksta