As part of the Growth Design team for Software, one of my key projects was to redesign an important acquisition landing pages, Acne Skincare Treatment, to generate more conversion. Software was in the middle of a branding refresh and this page had outdated branding and content.
Timeline | April 2024 |
|---|---|
Tools Used | Figma, Adobe Photoshop |
Development | Danlee Avellano (Webflow) |
A hero panel that optimizes for conversion
Since this is an acquisition landing page, the primary metric is conversion. A user landing on this page must be compelled enough by the above-the-fold content to want to click on the primary call-to-action button or scroll further down.
The hero panel needed to answer the questions:
What is the product?
Who is the product for?
What are the benefits of the product?
Does this product actually work?
Paired with strong copywriting, I designed intentional elements to answer each question while maintaining the brand's clean look and ensuring that it doesn't overwhelm the user:
Combining SEO best practices and marketing needs
A key balance that we needed to have in this landing page is having sufficient educational and valuable content in order to rank well in search engines and the need for marketing-led content. To do that, I designed this panel to contain the different kinds of acne (educational) while showing examples using real patient images (marketing-led).
Final Design
