DESIGNING A
MORE EFFECTIVE
LANDING PAGE

SUMMARY: I designed and proposed a number of updates for Root’s California customer landing page, resulting in +19% more site conversions and 2x session time.

ROLE: Concept, Copy, Art Direction, Strategy

THE CHALLENGE

POOR CUSTOMER CONVERSIONS FOR THE CALIFORNIA LANDING PAGE

Growth marketing ads had been live in California for a few months and the team was seeing decent traffic being sent to the landing page. Unfortunately, Root’s profile creation rate (conversions) was poor, signaling that customers were curious enough to click on the ads, but disengaging after hitting the landing page.

PROPOSING
PAGE UPDATES

AREA’S TO IMPROVE

  • Copy and image updates

  • Apply recent learnings from tests and Growth team observations

  • Eliminate redundancy

After evaluating each segment of the landing page, I believed a few updates could eliminate potential friction points in the sign-up process and better communicate the conveniences, features, and benefits of Root to potential customers.

With a more streamlined and product-focused landing page in place, I believed customers would be more compelled to create a profile.

Primary KPI: Customer profiles created (conversions)

ESTABLISHING A NEW PERFORMANCE BASELINE

For landing page testing, the team normally implemented a single change and then measured the results. This process could take 4-7 weeks to reach statistical significance.

For this test, the team agreed the proposed changes worked together to make an overall better landing page experience. So rather than testing a single line change, image, and/or section over the next 5 months, the team decided to test the changes as a whole. If successful, California’s design could then be used to establish a new baseline for other states to follow.

RESULTS: +19.8%
PROFILES CREATED

The team was hoping to see at least a 7% increase in profile creations like we had seen with the organic homepage after adding testimonials. Instead, we saw nearly a 20% increase over the previous layout, while also doubling page session time.

LAYOUT COMPARISSON

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UPDATE DETAILS

LEAD WITH PROVEN COPY

Root’s “Modern. Simple.” messaging was some of the Growth team’s most successful copy, working very well across Google, Facebook, and Paid Search. “Quick and easy” was untested, so I recommended the team go with headline copy that we knew customers responded to.

A HEADER IMAGE THAT REFLECTS ROOT’S PRODUCT

Root’s all about personalizing the car insurance experience for the customer, which the original image doesn’t necessarily portray.

Instead, displaying the Root app home screen would be a quick and efficient way to connect the customer to the product on a much deeper level. It would not only introduce the customer to Root’s user experience, but it would also give them the chance to imagine their own name up on the screen.

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MORE PRODUCT-DRIVEN IMAGERY

Instead of telling customers the quote process and coverage details through generic icons and text blocks across two segments, I saw an opportunity for Root to use their own product imagery to tell a more personal story.

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ADDING TESTIMONIALS

A few months back, a different Root team had run a test to measure if adding customer testimonials to the organic homepage could increase profile sign-ups. The change yielded a +7% jump in profile creation. I thought why not add this segment to the Growth marketing landing pages if it had such a positive impact. I tweaked the layout and added photography, seeing this as a must-have segment to include.

SHOW THE PRODUCT FEATURE

This segment was another opportunity to improve upon the generic visuals and illustrate just how easy the Root app makes filing a claim.

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COMBINING REDUNDANT CONTENT

I felt the last two segments could be condensed down into a single, more powerful section centered around saving the California driver money - a final selling opportunity for Root to the customer.

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