Neucruit Case Study: Redesigning a landing page to increase conversion
What is Neucruit?
Neucruit is a tool used to speed up and improve the efficiency of clinical trial patient recruitment.
The problem:Was that in the previous month, there had been less than 5 conversions from the landing pages.
Our hypothesis: This was due to potential customers not being properly informed about Neucruit’s product and unable to establish sufficient trust to convert.
Our aim was to find a solution to the question → How might we improve the landing page in order to create an increased conversion rate by fostering greater customer confidence and product knowledge?
Getting Started
Identifying areas of improvements:
- Giving a detailed overview of their product & services.
- Focus on hierarchy of content.
- Adding a refreshed branding style to the landing page.
Goal:
To revamp the website/mobile landing page’s user experience and enhance the UI as a whole.
The Process
Research:
In order to begin our research, we immersed ourselves with the primary products (products that are doing the same thing) & secondary products (those in the same space) analyzing UI, UX, Information Architecture (IA) and key features.
Takeaways from the research:
- Most products mention the benefits/features that a CRO or founder would want from a recruitment platform.
- A demo of the product is shown directly on the landing page. Usually right under the header.
- Stats or achievements mentioned in the header, showing value & global recognition.
- A breakdown of services the product provides
Information Architecture:
From the Neucruit landing page critique, we observed less information about the product and more emphasis towards case studies.
We came up with three options to display the information hierarchy on the landing page, and after team discussions, we decided on option 2 because it was the least extensive but still contained everything we would need to show users to help them understand how Neucruit could help improve their recruitment processes.
At ZeroToDesign we always share back three options as it allows the clients to be involved in the decision-making when proceeding with the designs they prefer and also shows that we’ve explored different options for their product.
Lo-fi Wireframing:
We produced three variations for the component layout and solicited comments from the key stakeholders to help us decide which visual layouts best suited the brand before getting into more granular details like headings, subheadings & text layouts.
Option 1: The form was removed from the header so that users might first learn about what Neucruit has to offer them before requesting a demo through the form.
Option 2: Maintaining the present design with the form in the header and expanding the landing page’s sections to include more information, such as product features, services, performance analytics, etc.
Option 3: Similar to option 2 but with longer sections to explain what Neucruit offers & the form at the very end.
Mid-level Wireframes:
Before jumping to hi-fi designs, we went into mid-fi wireframes to help visualise mobile screens and some of the complex components on the page.
This would eventually help save time when moving on to the high-fidelity wireframes because branding colors, spacing & graphics would be the main areas of focus.
Hi-Fi Wireframes:
When creating the hi-fi designs, we had a few constraints with illustrations and therefore had to use past graphics on the designs.
So we focused on creating different ideas on how we could lay them out whilst still including components like the wave illustration on the website.
The variety of options made it simpler for stakeholders to assess & pick the option that best suited Neucruit’s brand.
Conclusion
We had to work quickly to complete this deliverable due to time constraints, therefore we were unable to conduct as much UI exploration as we had hoped.
To improve and validate the solution, in-depth study and further testing are required.
