As a Senior Product Designer at Vanguard, I led a project to optimize the landing pages for our personal and digital advisory services. The primary goal was to enhance the user experience, increase the clarity of the value proposition, and ultimately drive conversions.
The Challenge
The existing landing pages were not achieving the desired conversion rates. Users were finding it difficult to understand the differences between the two services and make an informed decision. Additionally, the information hierarchy and visual design were not clear enough to guide users towards the desired actions.
Research
 User analysis:  Conducted interviews with current and potential users to understand their needs, motivations, and pain points.

Competitive analysis: Evaluated the landing pages of direct competitors to identify best practices and opportunities for differentiation.

 
Data analysis:  Analyzed data from existing landing pages to identify areas of low performance and opportunities for improvement.
User Persona
We created two key user personas
1. Novice Investor: Seeks personalized advice and clarity on basic investment concepts.
2. Experienced Investor: Seeks digital tools and autonomy to manage their investments.
Solution
Personal Advisory Landing Page
Focus on Relationship: Emphasized the importance of a personalized relationship with a financial advisor.
Clarity on Benefits: Listed the key benefits of personal advisory, such as customized financial plans and access to experts.
Clear Calls to Action: Included prominent call-to-action buttons to request a consultation.
Digital Advisory Landing Page
Emphasis on Autonomy: Highlighted users' ability to make their own investment decisions with the support of digital tools.
Demonstration of Tools: Included interactive visualizations of available tools, such as investment simulators and personalized dashboards.
Ease of Use: Simplified the registration process and provided clear guidance to get started.
Wireframe and Prototype Design
Created wireframes to define the structure and information hierarchy of each page, also developed interactive prototypes to test usability and gather user feedback.
Usability Testing
Conducted usability tests with real users to identify areas for improvement and validate design decisions.
Some results include:
Increased Conversion: Recorded a 18% increase in the conversion rate for both landing pages.
Greater Clarity: Users expressed a better understanding of the differences between the two services.
Higher User Satisfaction: Usability tests showed an increase in overall satisfaction with the new landing pages.
Key takeaways and final thoughts
Tailoring the Experience: Every customer is unique. To truly connect, we need to tailor their journey and make sure they feel understood.
Keep it Simple: Clear and straightforward messaging is a must. No one wants to decipher a riddle when they're trying to make a decision.
Listen to Your Customers: Their feedback is a goldmine. It helps us spot the rough edges and make things better.
This project showed us as a team that putting our customers first is a game-changer. When we truly understand what they're looking for, we can create landing pages that aren't just functional, but inspiring. It's a win-win – happy customers and better results.
Do you have a project in mind? Let's chat!
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