- Landing Page Redesign
Targeting customers who have previously shown an interest in the product
- Project Brief
EF Englishtown need a new landing page design for their European market. Their current offer is ‘One Month for 1EURO’. The purpose of this landing Page is to target consumers who have previously shown an interest in the EF Englishtown product, but have not committed to subscribing.
The target audience is 25 to 40, graduates who want to learn English for personal or professional reasons.
It is important that we communicate to all customer types that we are an innovative company, always looking to provide the best and up-to-date material and functionality to our students, and continuously improving it for them.
Background - What we know already...
- It's likely that the customer arrived here through the Telesales route.
- An initial investment of time by telesales (on average 40mins) has already been made.
- Target Audience 25-40
- Goal / Objective - Why are we doing this
- Increase adoption through commitment to a subscription ... to make a sale
- Establish trust in this channel.
- Secondary follow-on focus on retention by improving the UX aspects of the site going forward (much larger exercise)
- Ideas - Information Gathering / Interview
- Talk to staff from other 'performing channels' (eg Telesales) and find out what is key/pivotal and what works for which customers and why. Then focus on creating content from these performing channels e.g. Telesales.
- Visualise this content if it was presented verbally and 'flesh out scenarios' on the subsequent content pages. Offer the user good, valuable information that helps them to make a decision and commit. Work with copywriter to create this.
- Ideas - Concept building
- Think of the Landing page as the start of an experience - 'The Big Picture'
- Build on the positive telesales experience that enabled the customer to arrive here
- We need engaging visuals that immediately encapsulate the offering and re-establish trust.
- Create subsequent content pages that give more detail of the offering and also have the 'Buy' 'Add to Cart' facility at the bottom of each page.
- More subtle use of 'sale' alongside the storyline and offer. Limit the 'One Month for 1 EURO’ to appear only once on the carousel and thread the offer subtly through the subsequent content pages.
- The Big Picture
- Concept 1:
- Hero shot / Hedonic imagery - Reinforce the positive messages visually through use of compelling static imagery, video or motion graphic combined with engaging typography.
- Use a narrative - 5 Stories / Scenarios of how Englishtown has helped young professionals get ahead in their career and make a +ve difference in their lives.
- Keep the Hero shot carousel structure. Vary the imagery to include customer archetypes from the target audience in their environments. Using key moments from their lives and how the Englishtown course has made a difference. This could be a gateway to a motion graphics piece.
- Focus on customer archetypes and their environments and combine this with engaging typography and key messages.
- Visual timeline to show-off and gather together the attributes of the programme. How the course runs, the events, videos, reports and learning activities like the 'English Grammar Lab'
- Notes about the visual
- Layered approach (from top to bottom)
- Layer 1 - User settings and language - Login, Facebook etc are contained in a reveal area after user selects 'Login'
- Layer 2 - Englishtown Brand
- Layer 3 - Core navigation - consolidated
- Layer 4 - Hero carousel - possibly some light motion graphics 'zoom pan' and animation of typography. This needs to feel like the start of a story and tempt the user to find out more.
- Layer 5 - An interactive 'Visual timeline' of the 'typical' Englishtown course. This could link to the exercises, labs - give the user an overview at a glance. Key stages video,visual assets can be tagged to the line like video, facebook integration, icons linking to games.
- The visual timeline could be a useful mechanism for gathering together current information on the site and presenting the overview as an engaging, connected pathway.
- SummaryThe above visual treatment, concept and approach describe one possible way forward to increasing subscription through establishing trust and providing a valuable overview of the offer to the target audience. Ideally, I would like to talk to the sales staff from other areas of the business where adoption is high, and find out what works for the 25-40's/educated/professionals then test these concepts with that audience.