Tools Used
Figma
Canva
Procreate
Timeline
6 weeks
Problem Statement
What is the best way to increase conversion rates to get new client leads?
01 Research
02 Develop Solutions
03 Prototype
04 Improve
01 Research
Define Client's Goals
3. Show testimonials from her clients
2. Showcase the homes she has leased and sold
1. Collect emails and phone numbers from potential clients
I initially thought the best way to drive up my client’s conversion rates would be to use a call-to-action (CTA) so I started by researching how to create impactful CTAs.
I found the breadcrumbing method which works by slowly asking users smaller questions and then gradually leading users to a bigger ask in this case collecting their contact information.
I brainstormed different questions to ask visitors
Feedback
When I presented my research to my mentor she asked what other methods I had considered and why was the breadcrumbing method the best.
I hadn't considered other methods so I researched alternative ways to increase conversion rates and I used ChatGPT to identify the pros and cons.
Methods
Using a lead generation pop up
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Increased conversion rates
-
Effective at capturing leads
-
Intrusive
-
Interrupts user's browsing
Bread crumbing technique
-
Gradual engagement helps build trust and rapport
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Lengthy process
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Potential for friction from frustration
Pros
Cons
Providing something of value to visitors
-
Builds trust with visitors
-
Quality leads
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Content creation requires more effort
I asked ChatGPT what the biggest challenges my client’s target audience—first-time homebuyers within Toronto/GTA face.
The pain points that stood out to me were:
1. Navigating the market
2. Limited Inventory
3. Tough Competition
Using a lead generation pop up
Pros
Cons
-
Increased conversion rates
-
Effective at capturing leads
-
Intrusive
-
Interrupts user's browsing
Bread crumbing technique
Pros
-
Gradual engagement helps build trust and rapport
Cons
-
Lengthy process
-
Potential for friction from frustration
Providing something of value to visitors
Pros
-
Builds trust with visitors
-
Quality leads
Cons
-
Content creation requires more effort
I Concluded These Pain Points can be Addressed With A Realtor's Help
I decided that the best way to drive up conversion rates for my client is to provide website visitors with something of value such as a buyers/sellers guide PDF that my client already had prepared
My client wanted a neutral colour palette with a minimalist feel so I created a mood board for inspiration.
02 Develop Solutions
I ensured the CTA was the first thing users would see
I also included the other items my client wanted featured such as:
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Short biography
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Testimonials
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Showcase some of the homes she has leased and sold
I used Figma to translate my sketches into wireframes
I ensured that part of the hero section flowed beneath the fold so that users were enticed to keep scrolling and see my client’s accolades.
#F0E6D1
#424242
#DDCBAC
#B17761
03 Prototype
Outcomes
Since the site has recently gone live I don't yet have the metrics to test the success of the method I chose to increase conversion rates. I plan to measure the success of this method by observing how many website visitors my client gets in relation to how many people leave their contact information and download her buyer's/seller's guide PDF.
Original mobile landing page design
Iteration #1: I removed the arch and subheader so that most of the information remained above the fold. I also added character spacing to improve scannability
04 Improve
After looking at my client's initial visitor metrics I noticed most of them were on mobile so I went back to optimize her landing page for better mobile viewing.
I made the same changes to the desktop version and switched the hero image I used for a video to make the landing page more engaging and elevate the visual design
Original desktop landing page design
Iteration #1: After applying the same changes and adding a video to the hero section
