A bite of health
Delivered an impressive 42% boost in conversion rates by spearheading the end-to-end research and design process for a responsive landing page.
The founder of “A Bite of Health” contacted me to design a landing page to promote their health coach group programs.
Domain and user groups
Optimize UX of a landing webpage
Final impact: The landing page design increased the conversion rate, i.e. Facebook ad clicks, by 42%.
My responsibilities: Research, design, usability studies, iteration, deliverables, and collaboration with an engineer and stakeholders.
Tools: Figma, WordPress, Elementor, Zoom.
Project duration: 2 weeks.
Design process and timeline
Discovery & Research
Stakeholder meeting
Research plan
One-to-one interviews
Ideation & Design
Feature ideation & sketching
High-fidelity design
Interactive prototype
Evaluation & Iteration
Moderated usability sessions and interviews
Stakeholder input
Deliver
UI elements and visual mockup
Converting the design to Elementor
I collaborated closely with stakeholders and an engineer to complete the design sprint within two weeks from discovery to the final product, meeting the requested timeline.
Stakeholder meetings for ideation
I met with stakeholders to understand their expectations and brainstorm information architecture, including headlines and statements, for the landing page design.
Simple and charming design
Responsive to mobile devices
Summary of program details to inform customers
Clear link to the purchase page
High-fidelity Clickable Prototype
Based on in-depth stakeholder interviews and user research, I created a highly responsive and optimized landing page design that meets all project requirements and addresses the needs and expectations of the target audience.
Evaluation & Iteration
I conducted 3 moderated remote usability sessions on the high-fidelity prototype.
“I don’t want to purchase without having some proper knowledge about the coaching group”
Alaaddin Akçay
“I did not understand that this was a scrolling website. I was not sure where to find details about coaching programs.”
Sümeyra Demirel
“Who runs the group? I don’t know her.”
Firdevs Yılmaz
Usability Sessions
Usability study findings
2/3 of users found the "Purchase" button confusing without program details.
Users had difficulty understanding that it was a scrolling landing page.
One user requested more information about the health coach running the groups.
Changed the CTA button description on the homepage from "Purchase" to "Explore," linking to program details and increasing engagement.
Enhanced the design to make it clear that the website is scrollable, ensuring that users can easily understand that further information is available below the fold.
Added "About Aysenur" section on the landing page for a brief introduction to the business owner's biography.
New iteration based on usability findings
The final iteration strongly resonated with users.
-
“The website looks superb, I love the colors and I can easily access the information about the health coaching programs offered here.”
Yücel Ülker
-
“I am happy to see the health coaches information in this new version.”
Firdevs Yilmaz
New landing page impact
The landing page increased Facebook ad clicks by 42%.
Explore the protoype
Figma Design to Elementor
Worked with the backend engineer to set up landing page links.
Exported Figma design with responsive elements and links to Elementor.
Launched the website.