Improving sign up rate through CRO driven strategies
Worked with enterprise level fitness coach, Bella Ramos, by redefining her brand and creating the website with the goal of increasing sign up for her coaching program.
Project Scope
Web Design
Client needs a site that fits her target audience while embodying her personal aesthetics.
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Create Figma design.
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Create design system.
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Design desktop and mobile variants.
Background Info
Fitness coach client is looking to increase her sign up rate due to high web traffic.
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Quickly identify root cause
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Easily assess downstream data impacts
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Prioritize critical data issues
Brand Design
Rebrand Blossom With Bella into an identity that fits her target audience.
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Run brand analysis.
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Create logo.
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Sculpt visual identity.
Web Development
Client wants to move from a hard-coded site to Wordpress.
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Develop site using Wordpress and Elementor.
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Develop for responsive sizing.
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Develop site in accordance to ADA compliance standards.
Split Testing
To prove the success of the project I ran a split test between the new and old site, comparing their individual web metrics.
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Run split test using VWO.
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Pull and analyze lead data from Metabase.
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Present findings to client.
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Launch site.
Team
• Web Designer: Sam Johnson
• Key Account Manager : Richelle Lopez
• Client : Bella Ramos
The Goal
Original Site
The Issue
Bella's current website has been struggling with a low sign up rate leading many lost leads.
The Hypothesis
Adjusting Bella's site to align more with her target audience will improve her's sign up rate.
The solution
Redesign Bella's site using data gathered from website performance and client demographics to improve sign up and brand image.
Demographics
Age
Using data collected form her sign up form we found that her target age is between 26 - 35 years old.
Goal
Using data collected form her sign up form we found that her audience is focused on body recomposition.
Gender
Using data collected form her sign up form we found that 98% of audience is female.
Branding Phase
Ideation Phase
The client is starting their brand journey from the ground level. This resulted in an extensive discovery process where I explored a variety of different aesthetic choices.
Presentation Phase
Once I had 5 complete options I held a remote presentation where the client I honed in on what logo would represent her the best.
Finalized Logo
The client chose this logo with the hope that embodies femininity and luxury.
Web Design
Good design is driven by good data
To create a design that positively impacts the sign-up rate, I began by analyzing the client’s target audience, pulling demographic data, and understanding her social media niche.
After gathering sufficient data, I designed her site in Figma, first creating a base wireframe and then multiple comps for both desktop and mobile.
After presenting the designs to the client, we decided on the final design above.
After gathering sufficient data, I designed her site in Figma, first creating a base wireframe and then multiple comps for both desktop and mobile.
After presenting the designs to the client, we decided on the final design above.
Web Development
Wordpress development
The web builder chosen for this project was Wordpress using the Elementor plug-in.
Building this site in accordance with SEO standards was key in this project in order to improve the client's standing in Google search results.
SEO aspects that were prioritized were adding alt text to images, using correct heading structors, image / video optimization, and mobile friendly design.
Building this site in accordance with SEO standards was key in this project in order to improve the client's standing in Google search results.
SEO aspects that were prioritized were adding alt text to images, using correct heading structors, image / video optimization, and mobile friendly design.
Split Testing
Split test results
Once the development had concluded I installed a split testing software called VWO where I 50/50 split users going to the base URL.
After collecting enough data to conclude 90% statistical signiface rating we concluded the test.
The new redesigned site did have a positive impact on sign up rate which was our key metric we were looking to improve allowing us to get the approval set the client's site live.
This project was done during my time at Lenus where I continued to maintain the clients site and would develop campaign landing page.
After collecting enough data to conclude 90% statistical signiface rating we concluded the test.
The new redesigned site did have a positive impact on sign up rate which was our key metric we were looking to improve allowing us to get the approval set the client's site live.
This project was done during my time at Lenus where I continued to maintain the clients site and would develop campaign landing page.
End Results
Sign Up Rate
Increased
Conversion rate
Improved
Bounce Rate
Decreased
SEO
Improved
Client Relationship
Increased
