Transforming the landing pages of a global leader

When I started this project EF Languages Abroad, a multi-language training international company, had thousands of advertising landing pages with low conversion rates.

A few examples of the existing landing pages. With a bounce rate of 88%, and click rates of 0.03% to 0.2% on different calls to action.

When I started this project EF Languages Abroad, a multi-language training leader, had thousands of advertising landing pages with low conversion rates and challenges, like scalability, usability, and content management.

New Landing page mobile screens: hero section, destinations carousel, and filter modal to redirect to the right product site. 

I liaised with the Paid Search Team, conducted secondary research about competitors landing pages, gathered existing data from the existing pages, and learned the best practices for conversion rate optimization.

Desktop Hero section for France. The aim was to show a clear value proposition above the fold and one, or two, calls to action.

There was enough to begin improving the design of the pages, I led the wire-framing, prototyping, and design implementation. Although it would have been ideal to test early prototypes with users it was not part of the scope due to time constraints.

Users which click on a destination, are prompted with this modal in order to filter them to the right product page.

I planned, conducted, analyzed, and synthesized usability testing in one of the markets. The in-person interviews gave significant insights and we could improve the pages showing content more relevant to the users. Usability was also improved, users which clicked on the Get Brochure CTA were confused with a form popping up. By showcasing the form straight in the content we avoided this issue.

Interviews showed this was the preferred section. Users found it attractive, due to images, size, and type of content. 

The resulting pages had an increased conversion rate, speed optimization, new design, and a new CMS. The move to a headless CMS with a visual editor,  allows product owners to manage and customize content. The pre-designed content blocks help maintain consistency of design going forward.

EF Landing Pages
New advertising landing pages 

Studio
EF Zürich Design 

Core team
Project manager, product owner, designer, developers

Role
UI Design, UX research: plan, recruitment, in-person usability testing, analysis, and synthesis.

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