AG Homepage

Legacy Homepage

Problem Space

The existing homepage did not educate visitors or link to pages that expanded on the brand or company.
Customers did not understand that the product was 10+ years old. Drove distrust.
We lacked quality content to link to and to influence readers.
There were limited opportunities to gather more information on the product if
Branded search consistently performed poorly on the legacy homepage page.
Conversion of Organic and Direct traffic was lower than desired.
Low prospect capture rate for re-marketing.

Updated Homepage

I coached the copy and design team on page execution to ensure we were connecting with our visitors' emotional and need states.
Helped e-commerce manager define targets and analyze customer journies and performance trends.
Partnered with brand teams to balance company and brand content with sales content.
Created communication mechanisms and cadences to keep executives and team members briefed on concepts,
Partnered with analytics to define new metrics and dashboards for return visitor performance.
Worked with channel leads to ensure messaging and visual creative aligned with marketing channel creative.

By improving our positioning on our homepage to directly address the reader’s emotions, need states, and burning questions, we can improve reader engagement and conversion rates.
By providing links to additional content, and UX treatments that give us signals and insights into their interest, we can increase return visitors, reduce retargeting CPV, and improve return visit conversation rates.