Strategic homepage redesign gives 5% lead growth & 2.5% lead conversion

We redesigned the homepage with two clear objectives: drive users towards relevant services and build brand trust. A grid-based layout effectively showcased our offerings, while a results-focused testimonial section reinforced our proven track record. These enhancements delivered tangible results: a 5% increase in overall lead generation (22.3% to 27.3% average for on page leads) and a 2.5% boost to overall teeth scans done and booking amount paid for toothsi.

My Role

As product designer I was responsible for conducting the secondary research for establishing the best practices of interaction patterns, structuring the story line and hierarchy of information, the message being communicated to the users and aligning them with the stake holders as wireframes & at final designs.

I would also work closely with the analytics team trying to close open questions that the numbers would leave using user behaviour monitoring tools like hotjar.

What was done

• The homepage was in need of a major transformation as there was no action which helped to direct the user towards a service or expose them to the various services being offered under the makeO umbrella.

• This resulted in high bounce rates close to 80% on the page with 75% of the audience scrolling only till the 2nd scroll.

• Making sharp changes faced a lot of pushback with marketing due to the impact it could have on the lead conversion numbers.

• From V1 to now currently implemented V2 multiple gradual changes were implemented while observing its impact on the user behaviour.

• V1.5 - we replaced the video section with carousal banners & shifting the makeO promise section to the bottom of the page and moving the toothsi service section in the first fold of the page.

• These changes were to provide more exposure to our services through the offer banners and the existing service sections, with these changes we observed increase in clicks on the the home page on the banners and the service section, the scroll depth also increased to the end of the laser hair reduction service which was the 2nd service section on the homepage.

• V2.0 - In this version we introduced the service grid allowing users to explore the complete gamut of services being offered under the makeO umbrella, also the testimonial section was enhanced to display volume of positive cases to garner more trust towards the services offered by the brand.
• When the V2.0 of the homepage was implemented we immediately saw a drop in the overall scroll depth as seen below

• But it was not worrisome as 75% of the user base still have access to the service grid and at-least 50% of the audience scrolled till the testimonials section. When we switch to click heat-map for the same it displays the new designs worked exactly the way it was suppose to.

• The new designs resulted in a massive drop in the bounce rate, as the most active are on the page was the service grid, which means as the users landed on the homepage they were able to access / explore the services they were most interested in.
• We also saw users accessing the services through the testimonial section which allowed them to relate or realise the need of a service via pain-points and solutions displayed.

Strategic enhancement of the navigation grid

Experiment 1 - Placement of the grid position

• We discovered that grid placement significantly impacted engagement.
• Since most users were casual browsers arriving from Google or social media, placing the grid towards the centre of the screen led to increased interaction compared to a top-of-screen placement.
• The same can also be verified against the click heatmap above which displays a majority of the clicks on the grid which lies within the natural area, which makes it easier for the users to explore and browse without getting out of their comfort zone.

Experiment 2 - Number of services exposed

• We experimented with various grid layouts, including 3, 6, 9, and 12 tiles.
• The 6-tile grid achieved the optimal balance between user engagement and the number of service options presented at once.
• This finding aligns with Hick's Law, which suggests that too many choices can overwhelm users, leading to decreased interaction.

Enhancing Trust and Boosting Conversions with Testimonials

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