Coco Canary Consulting
Created a landing page for a consulting firm.
Coco Canary Consulting Landing Page
I was tasked with the design of a landing page for CCC. During a one-week sprint, I researched the best practices to increase conversion and applied them while creating my design.
OVERVIEW
Coco Canary Consulting is a firm that helps impact-driven organizations reach their goals. They offer three different services: evaluation, communication, and strategic planning. For the purpose of this project, I decided to concentrate on the evaluation portion of the site.
PROBLEM
CCC’s landing page main problems are: there is no call-to-action button, excessive copy, no IA hierarchy, all three offered services are mixed as one.
SOLUTION
Design a user-friendly landing page with a clear call-to-action button. Include only the most relevant information and provide links with additional info. Show social proof comments and keep it simple.
MY ROLE
Research, Ideation, Visual Design, Prototyping
DELIVERABLE
High Fidelity Landing Page Mock-up
CLIENT
Coco Canary Consulting
The Challenge
Create an engaging landing page that will increase the conversion of site visitors into paying customers.
The landing page needs to be simple and user-friendly to maintain the users’ attention long enough to convince them to follow a call-to-action.
Research
Best Practices
In order to create an effective landing page, I decided to follow several experts' advice on techniques that would improve conversion rates.
The Golden Rules
I narrowed all the information I could find on improving conversion rates into a few basic rules. Following these should boost conversion rates by 40%.
1. Rule of One
One message. One offer. One Call-To-Action.
This means that for every service offered by CCC, there should be a separate landing page. Mixing more than one message in one place only confuses and frustrates the user, defeating the landing page's purpose.
2. Value Proposition
The landing page should be simple yet full of helpful information.
The users shouldn’t need too much time to understand what’s in it for them in a very clear way. Failing to do so could result in the users leaving the site out of frustration or confusion. Tell them what it is that you provide and how it makes their lives better.
3. Call-To-Action
Tell them what to do.
With a powerful message, you should lead your users to do what you intend. Click here, sign up here, leave your email. Whatever you need from them, ask for it. They should clearly understand what they need to do.
4. Keep It Simple
Don’t overwhelm the user.
Limit the number of distractions the user will encounter. The layout of the information should be easy to follow. Users only pay attention to information that benefits them.
5. Maintain Attention
Keep them focused.
People lose attention. If you’re going to show them everything you have or tell them about every tiny detail, you’re going to lose them. Keep them focused on the most relevant information. Images and videos work better than text.
6. Social Proof
People trust other people.
Including testimonials from clients is a sign of transparency. Users tend to trust more when they can read other real users’ reviews. Showcasing business partners also helps with the branding strategy.
Following these guidelines, I went to design a landing page for Coco Canary Consulting’s evaluation service.
Prototype
What I Did
To engage users and boost conversion rates, I decided to:
Follow the “rule of one” and only include one of the services offered by CCC. I chose the most important one: evaluation. The other two should have their own separate landing pages.
Begin with a value proposition from the start, and later down the page, include additional information to explain further what the service is all about.
Include a call-to-action at the top of the page, inviting the user to schedule a free call. Later down the page, another call-to-action to send a message. Both buttons use the same shade of bright green to contrast the purple. Although the “rule of one” implies having only one call-to-action, in this particular case, both are having the same effect: starting a conversation with CCC.
Keep it simple yet full of useful information. There isn’t a lot of text on this landing page, only the necessary amount. There is a balance between the white space and the copy to make it feel flowy.
Include pictures, logos, and use engaging colors and visuals to maintain the users’ attention. The color purple evokes relaxation, the same as the images of water and mountains used for the call-to-action sections at the top and the bottom.
Use a section of the landing page to include client’s testimonials as social proof and include some of their partners to showcase how diverse their pool of clients is.
Add links to CCC's full website in case someone wanted even more detailed information about all their services. At the bottom of the page, there is an option to subscribe to their newsletter. This button has a different color than the call-to-action buttons to avoid user confusion.
