Landing Page Design
Client: City National Bank
Role: UX Designer, UX Researcher
Project: Design multiple mockups of landing pages for bank to increase engagement and conversion.
Research: A/B study to determine which design results in higher engagement and conversion.
Problem
The current landing page design is not generating a high number of conversions and is failing to collect a substantial volume of new client leads.
Solution
Simplify information on hero image by highlighting important numbers and information. Move the call to action button above the fold of the page.
A/B test
Proposed two designs but with different button styles for call-to-action. Both versions were presented in user study group of 10 participants. They were asked to find out more information to talk to a relationship manager or enter their infomation to connect later.
Version A
Landing page with ghost button as call-to-action
Call-to-Action button
Version B
Landing page with solid blue button as call-to-action
Call-to-Action button
Results
8 out of 10 users found the blue button more quickly and preferred version B.