Value Proposition Landing Page

The goal was to improve user engagement and increase conversion rates by redesigning the Choices Wealth Transfer landing page. The previous design had a high bounce rate and a low conversion rate, indicating friction throughout the user journey. Users found the page unengaging and the decision-making process too complex, leading to drop-offs before conversion.

The work covered UX research, message hierarchy, modular section design, and A/B variant specifications, delivering a fully redesigned page and mobile version within a six-week timeline.

Analytics identified the decline; user research explained the cause. The page assumed product familiarity that most visitors didn't have, and had no mechanism for detecting or responding to that gap.

Data Insights

• High bounce rate, users weren't engaging with the content past the hero.
• Low click-through rate, CTA buttons were not prominent or action-oriented enough to drive decisions.
• Unclear value proposition, users didn't immediately understand the offer or what to do next.

Research Findings

• User interviews revealed confusion about pricing and benefits, visitors couldn't quickly map the offer to their own situation.
• A/B testing showed that concise, benefit-driven headlines and product descriptions significantly improved engagement over feature-led copy.
• Competitive analysis indicated that visual storytelling and above-the-fold social proof boosted trust and conversions.

The research made the strategic direction clear: the page didn't need a visual refresh, it needed a restructured information hierarchy and a modular architecture that could serve different traffic sources without rebuilding for each campaign.

Key UX Decisions

• Simplified navigation to reduce cognitive load and highlight the core value proposition above the fold.
• High-contrast CTA buttons with action-driven language, one primary CTA per page, no competing actions above the fold.
• Mobile-first responsive layout designed for seamless interaction on the devices where most traffic arrived.
• Progressive detail structure: concise headline and outcome statement first, expandable sections for high-intent visitors.
• Pain-point-first framing, lead with the user's problem, not the product's feature list.

A/B testing was conducted comparing three new design variations against the original landing page. A second round validated improvements by comparing the final redesign directly against the original.

Before

• Outdated, generic layout with no personalisation or clear next steps.
• Users lacked clear guidance on what Choices Wealth Transfer offered.
• No step-by-step process visible, visitors couldn't understand what to do or why.

After

• Personalised welcome message (e.g., "Welcome, [User Name]") creates immediate relevance.
• Clear step-by-step process so users immediately understand the next action required.
• FAQ-style collapsible sections prevent information overload and improve readability.
• Optimised CTA buttons, high-contrast and action-oriented, one per page.

The solution shifted from a single fixed page to a modular system serving multiple traffic sources with appropriately targeted messages, without rebuilding from scratch for each campaign. After multiple iterations, the new landing page and mobile version were launched successfully.

• Single primary CTA per variant, replacing a multi-CTA hero that gave visitors no clear direction.
• Pain-point-first headline structure replacing feature-list copy that required prior product knowledge.
• Personalised welcome message creating immediate context for returning users.
• Clear step-by-step process visible on landing, removing uncertainty about what to do next.
• FAQ-style collapsible sections balancing information depth with readability.
• Modular section system enabling future campaign variants without full page rebuilds.

Post-launch metrics were monitored over 60 days, demonstrating consistent improvements across all tracked indicators.

• Small design changes can significantly impact conversions, the single-CTA change and pain-point-first headline delivered the largest measurable lifts.
• Continuous user testing ensures design decisions are data-driven, each A/B round removed internal debate and produced clear directional evidence.
• Mobile optimisation remains a top priority, the majority of traffic arrived on mobile, and the responsive layout improvement had disproportionate impact on bounce rate.

Next Steps

• Optimise the enrolment flow to minimise sign-up friction downstream from the landing page.
• Implement a chatbot for real-time user support to handle questions that previously caused drop-off.

This project is a reminder that conversion optimisation is fundamentally an information architecture problem. The visual redesign mattered less than the decision about what information appeared in what order and with what emphasis.

The biggest lift came from a structural choice, lead with the user's problem, that cost nothing in design complexity but required conviction to defend in a stakeholder review. The modular system that came out of it meant that conviction paid compounding returns on every subsequent campaign variant.