Enter password to view
2025
Customer acquisition is a key strategic objective for Kespro. The company website plays a central role in supporting sales, making its effectiveness critical. To improve conversion and attract more customers, the existing customer acquisition landing page was redesigned with a focus on performance and clarity.
This project was primarily my responsibility. I designed multiple layout alternatives and structured a two-phase A/B testing approach, where new versions were tested against the original in alternating rounds. This ensured that any design changes were validated by data rather than assumptions, and that we would not replace a well-performing solution without clear evidence of improvement.
Process
The project began with evaluating the existing customer acquisition landing page and identifying opportunities to improve its effectiveness and conversion potential. Since the page played an important role in supporting sales and campaign traffic, the focus was on understanding how the content hierarchy, messaging, and visual structure could better guide users toward action.
I explored multiple layout alternatives and approaches to presenting Kespro’s value proposition more clearly. Particular attention was given to balancing business goals with usability, ensuring that the page communicated key benefits quickly while remaining visually approachable and easy to navigate.
Outcome
I created several design variations, of which two were selected for A/B testing:
A slightly simplified version of the original page
A version highlighting Kespro’s unique selling points, including a video explaining the value proposition
Traffic to the page had previously originated from various social media campaigns, making mobile optimisation a key priority.
During the design process, I observed that a prominent header image significantly improved visual appeal and engagement on mobile. It also created a sense of continuity, encouraging users to scroll further. On desktop, however, the same approach risked creating a misleading impression that the page ended at the first viewport. Based on this, I implemented the header image only on mobile to better support user behaviour across devices.
The first selected option for A/B testing was a simplified version of the original page
The other selected option included Kespro's unique selling points and a video
Constraints
The page was built using components from the Contentful CMS, which introduced limitations in layout flexibility, customisation, and interactive features. These constraints required careful prioritisation and creative problem-solving to maximise impact within a predefined system.
Project status
At the time of my departure from Kespro, the A/B testing was still ongoing and final results were not yet available. While I don’t have access to the latest analytics, the testing framework was successfully implemented and actively generating data to support decision-making.
Key learnings
This project highlighted that data-driven design decisions require time and patience, as meaningful improvements only become clear through structured testing rather than assumptions. I gained a better understanding of how designing for mobile and desktop may require fundamentally different solutions, rather than simply adapting the same layout responsively. I also learned that even small visual changes can have a significant impact on user behaviour, especially in conversion-focused pages where clarity and flow are critical.
Design sandbox
A design option that was not selected:
This was rejected mainly because it's quite long and text-heavy (compared to the selected simplified version or the one with the video)
The designs with hero images