Case Study: Filterbuy Paid Search Landing Page Redesign

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Project Overview

Filterbuy, sought to improve the effectiveness of its paid search landing pages. The goal was to increase conversions from PPC traffic by creating a landing page that better aligned with user intent, offered a more compelling visual experience, and simplified the purchase journey. This redesign aimed to optimize the page’s content structure, improve the visual hierarchy, and enhance the overall user experience, ultimately driving higher conversion rates from paid ads.

Challenges

• Low Conversion Rates: The existing landing pages were not converting paid search traffic effectively, resulting in a high bounce rate and limited return on ad spend (ROAS).
• Inconsistent Messaging: The design and messaging on the landing pages did not align closely with the ad content, leading to confusion and a lack of continuity for users.
• Non-optimized Layout: The previous layout was outdated and didn't provide much in terms of valuable education in the filter buying journey.

Objectives

• Increase conversion rates by designing a user-friendly landing page that aligns with search intent and encourages purchases.
• Ensure that the design and messaging on the landing page mirror the ad content to create a seamless user journey.
• Improve content hierarchy to make product benefits clear and guide users smoothly toward the CTA.

User and Competitive Research

• User Insights and Behavior: Analyzed user data from paid search traffic to identify behavioral patterns, such as high bounce rates and low engagement on specific elements of the page.
• Competitive Analysis: Researched best practices in landing page design from competitors and industry leaders to identify effective techniques for retaining attention and driving conversions.
• Ad Content Review: Reviewed the messaging and keywords in paid search ads to ensure alignment with user expectations when they landed on the page.

Key Findings

• Need for Alignment: Users arriving from ads were seeking specific product information, which was missing or not prominent on the previous page.
• Importance of User Education: Little to no education about our company or products discouraged users from exploring further or moving toward the CTA.
• Trust Symbols: Lack of clear trust symbols and social proof was impacting the perceived credibility of the product and the brand.

Ideation and Solution Development

Based on our research findings, the initial design phase focused on creating a layout that prioritized user intent and highlighted Filterbuy’s value propositions clearly:

• Simplified Content Structure: Designed a layout that featured key product benefits, a clear CTA, and trust-building elements like customer reviews and quality assurances.
• Visual Alignment with Ad Messaging: Ensured that the landing page visuals and copy matched the ad content to create a cohesive experience from ad click to conversion.

Wireframing and Prototyping

• Low-Fidelity Wireframes: Developed wireframes focusing on a minimalistic layout, with the CTA prominently positioned above the fold. Key information, like filter specifications and benefits, was arranged in a clear hierarchy.
• High-Fidelity Prototypes: Created in Figma, the prototypes featured the final color scheme, typography, and CTA design to visualize the brand’s clean, professional identity while enhancing user engagement.

User Testing and Iteration

Conducted user testing with individuals who fit Filterbuy’s target demographic:

• Clarity of Value Propositions: Tested how well users understood the key benefits and unique selling points highlighted on the landing page.
• Feedback on Trust Symbols: Gathered feedback on the placement and effectiveness of customer reviews and company trust symbols.

Testing led to refinements, like rearranging the layout to improve information flow, and adding a concise bullet-point summary of product benefits near the top.

Key Features of the Final Design

• Product Benefits Highlighted: The design includes a prominent section for product benefits, with visually engaging icons that summarize key points like filter durability, customization options, and environmental benefits.
• Trust Elements: Customer reviews, quality guarantees, and secure transaction icons were strategically placed to build trust and credibility.
• Responsive, Mobile-First Layout: The design is optimized for mobile, ensuring that users on any device have a smooth, uninterrupted experience.

Results and Metrics

The redesigned paid search landing page delivered significant improvements in engagement and conversion metrics:

• Higher Conversion Rate: The conversion rate increased by 13%, indicating that the new layout and messaging were more effective in driving users toward purchases.
• Improved ROAS: Return on ad spend increased as a result of higher conversions from paid traffic, demonstrating the cost-effectiveness of the redesigned landing page.‍
• Brand Alignment: The new design aligns with Filterbuy's brand goals.

Reflection and Future Enhancements

Lessons Learned

The success of this project underscored the importance of aligning landing page content with ad messaging and user intent. Designing with a focus on simplicity, clear CTAs, and trust symbols can make a significant impact on user engagement and conversion rates.

Potential Future Improvements

Future enhancements could include dynamic elements, such as personalized recommendations based on ad keywords, and A/B testing of different CTA text and squeezing more above the fold to further optimize conversions.

Impact on Filterbuy’s Digital Strategy

The positive outcomes of the landing page redesign have highlighted the value of data-driven design in Filterbuy’s digital marketing efforts. This project sets a standard for future landing pages, encouraging a cohesive, conversion-oriented approach across the brand’s paid search campaigns.