Landing Page Redesign

I designed a conversion-focused landing page that increased click-through rates by 0.45% for tapouts' online coaching sessions, helping parents discover emotional support for their children.

Duration
Dec - Jan 2024
What I did
Research, Wireframe, UI Design, A/B Testing

Overview

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Objectives

Designed a standalone landing page to increase parent trust and clearly communicate Tapouts’ value through compelling visuals and strong CTAs.

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Role & Deliverables

Led product design from research to launch. Created mobile-first wireframes and high-fidelity designs, ensuring seamless implementation with developers.

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Challenges

High cancellations were caused by unclear subscription terms. I redesigned the pricing section for clarity and transparency, resulting in fewer cancellations.

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Outcome and Impact

Boosted conversion rate from 0.64% to 1.09%, increased engagement, and reduced pricing-related customer inquiries and cancellations.

Design Process

Background

Tapouts provides online sessions for children aged 4-16 who struggle with emotional challenges. Through group interactions with peers and coaches, children learn to manage anxiety and stress. Our primary audience is parents, particularly mothers, seeking solutions for their children's emotional wellbeing.

The existing website focused mainly on product information but lacked marketing focus and clear conversion paths. This project aimed to create a dedicated landing page focused on conversion optimization and effectively marketing our online coaching sessions.

Problems

Analysis of the existing page revealed several key issues:
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🎯 Low conversion rate

The CTA click-through rate was only 0.64%
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🎯 Confusing information architecture

Important information was scattered and didn't effectively convey product value
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🎯 Price model misunderstandings

Customer service frequently received cancellations from parents who didn't realize it was a subscription service
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🎯 Visual presentation issues

Brand colors were too vibrant, affecting text readability

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🎯 Lack of social proof

Not enough testimonials to build trust

Research

I used multiple research methods to understand issues and find solutions:
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✅ Identified where users interacted most and where they abandoned the page‍

✅ User flow analysis: Tracked complete user journeys to find friction points

✅ Competitive research: Analyzed similar products (online learning platforms and counseling services) focusing on:

  • Pricing presentation
  • Use of testimonials
  • Content structure
  • CTA design and placement
Design

Based on research findings, I developed key design strategies:

Outcomes

The project achieved significant success:
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1. Conversion improvement:
  • CTA click rate increased from 0.64% to 1.09%
  • Urgency messaging "Few spots left" further increased click-through rates
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2. User experience improvements:
  • Users spent significantly more time on the three-step card section
  • Heatmap analysis showed more users scrolling to the bottom of the page
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3. Insight gathered:
  • Identified most frequently viewed FAQ: "How do the online sessions work?"
  • This insight has been incorporated into future product marketing materials

Key Learnings

💡 Use data to communicate design decisions to non-design stakeholders

💡 Consider the entire user journey beyond conversion metrics

💡 Small details (like clear subscription model explanations) can significantly impact overall user experience

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