Rossum: landing page

Project

Optimized PPC Landing Page

Duration

2.5 Weeks

Location

Arlington, VA

Company

Rossum | Data Extraction Software

WHAT IS IT?

Rossum was running a pay-per-click (PPC) campaign using their website. They found themselves experiencing low conversions for their Data Extraction product, averaging 1.88% CVR (the average for the category being between 5-6%). They came to my team in hopes of raising the average CVR, bringing in more leads and seeing a decrease in their average cost per lead.

My Role(s)

Design Lead: I was the lead designer for this project. Within my role, I performed all tasks related to the project. Research, which consisted of a market analysis and A/B testing, copywriting, and interactive and visual design.

Objective

Design a high-converting landing page following Rossum's branding and utilizing all UI/UX research and best practices while providing the best experience for site visitors by matching expectations to available solutions. The page needed to match visitor expectations while being a realistic representation of the goods and services my client had to offer through their software.

Solution

Focusing in on the Data Extraction category (the software category they were targeting), I worked with their team to develop a high-performing, optimized landing page using human-centered design. The page would walk buyers through a set conversion pathway, increasing Rossum's lead capture.

Scope & Constraints

Rossum had recently gone through a huge rebrand and they weren't sure how a new landing page would fit into their marketing mix. Part of the project was proving the worth of a landing page by seeing an increase in their PPC conversions.

The design process.

UX Research

Derived Data

Accessed our internal databases to understand the baseline conversion rate for the competitors in the data extraction software category

Empathize

Matching Needs

When creating a landing page, the most important thing is to understand what a user is thinking and how to get them to want the same outcome as my client. With this in mind, I used the research from step one to highlight the aspects of Rossum's software that would best appeal to the end user.

Creation & Design

Brand Guidelines

Rossum provided guidelines, laying out the typography, imagery, and colors to be used.

Within their brand guidelines, they didn't have a high-contrast color to use for the call-to-action button. I worked with their brand team to pick a new gradient for their CTA

UX Research

Industry Analysis

Researched what features, layouts, benefits, and design style Rossum's competitors use to be successful in their campaigns

Empathize

User Scenario

I considered what a user visiting Rossum's landing page would look like, why they would be there, and what tasks they were likely to perform, influencing why they would need this particular software.

Creation & Design

Page Creation

I combined my wireframe with Rossum's brand guidelines to create their optimized landing page.

UX Research

User Research

Delved into reviews and user feedback to understand what buyers were looking for in their software (benefits, features, differentiators, etc.) and cross-referenced it with what Rossum had available to the user

Creation & Design

Wireframing

After researching what performed best based on user interaction in the Data Extraction category, I created a layout of the basic page design.

Results.

With their new optimized landing page, Rossum saw an increase in their conversion and a decrease in their cost per lead. With the success of their campaign, they increased their spend with Gartner Digital Markets, ultimately resulting in further success for themselves and my team!

Results

+393.09%

Conversion Rate

REFLECTION

+65.36%

Spend with Gartner Digital Markets

REFLECTION

-34.23%

Cost Per Lead

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