CONTENT DESIGN, UX WRITING & DESIGN
Landing Page
Content Design & UX
I helped to create a compelling landing page on Orillion Solutions' website that effectively showcases GameChanger, a customisable gamification platform designed to enhance skills development and drive cultural change across various industries. The primary goal of the landing page was to clearly communicate the platform's unique value proposition, emphasising its adaptability and effectiveness, thereby converting visitors into leads or clients.
overview
THE PROJECT
The challenge
The primary challenge was to design a landing page that succinctly communicates GameChanger's comprehensive functionality, extensive customisation capabilities, cross-industry applicability, and user-friendly design, all while compelling visitors to take action and engage with the platform.
the research
Designing an effective landing page for GameChanger involved a comprehensive process that integrated user-centred design methodologies with strategic marketing practices. Here's an overview of the approach: 1. RESEARCH & UNDERSTANDING THE AUDIENCE Developing Personas: We created detailed personas representing our target audience, including corporate training managers, HR professionals, and decision-makers across various industries. These personas encompassed demographics, goals, challenges, and behaviours, providing a clear picture of our potential users. Empathy Mapping: To delve deeper into our users' experiences, we employed empathy mapping. This technique helped us understand what users think, feel, say, and do in relation to training solutions, uncovering their pain points and motivations. I facilitated a workshop for the Orillion team to help them stand in the shoes of our audience. 2. Mapping User Journeys We outlined the steps our personas would take from discovering GameChanger to becoming a client. This mapping identified key touchpoints and opportunities to address user needs and concerns at each stage. 3. Integrating Marketing Elements Keyword Research: We conducted extensive keyword research to identify terms our target audience uses when searching for gamification and training solutions. Incorporating these keywords into our content strategy enhanced the landing page's search engine visibility.
DESIGN
The culmination of our research and strategic planning led to the development of a landing page that effectively showcases GameChanger's unique value proposition. Key design elements include: SEO-FRIENDLY TAXONOMY We structured the landing page content hierarchically, using clear headings, subheadings, and bullet points. This organisation improved readability and ensured search engines could effectively index the page. ACCESSIBILITY & USABILITY Accessibility Compliance: We adhered to accessibility standards, ensuring the landing page was navigable via screen readers, had appropriate colour contrasts, and included alt text for images. This commitment made the page usable for individuals with disabilities. USABILITY TESTING We conducted usability tests with representatives from our target audience to gather feedback on the landing page's design and content. Insights from these tests guided iterative refinements to enhance user experience. CRAFTING CONTENT Clear Messaging: We articulated GameChanger's unique value proposition — Its customisable gamification platform applicable across industries — in a concise and engaging manner. Strong Call-to-Action (CTA): We incorporated prominent CTAs, such as "Request a Demo" or "Get Started," to encourage user engagement and conversion.
outcome & lessons learned
OUTCOME The redesigned GameChanger landing page effectively communicated the platform's unique value proposition, resulting in increased user engagement and higher conversion rates. The page's clear messaging, intuitive layout, and compelling call-to-action (CTA) guided visitors seamlessly toward desired actions. LESSONS LEARNED One key takeaway from this project was the importance of CTA placement. Our primary CTAs were positioned lower on the page, which may have delayed user engagement. Research indicates that placing CTAs above the fold can significantly enhance visibility and conversion rates . In future designs, I would advocate plans to position strong CTAs earlier on the landing page to capture user interest promptly and drive immediate action.
