ABOUT THE PROJECT
Rehabs.com Landing Page Test
Paid media and landing pages are nothing new. There are services that offer each for a price, but we decided to do a stripped down version that we can host our-selves. We intentionally choose to do this due to the fact that we are using pay per click ads to drive traffic and needed to keep the costs of the project as low as possible to maximize the return on investment.
Project Specifics and Restrictions
This project had three main goals. First, we needed to increase/ drive calls from the landing page. Next we wanted to capture form data and emails to help support our email marketing efforts. Lastly, we wanted to support the rehabs.com brand and at the very least remind people that we are an authority on all things rehabs and recovery.
A crucial component to this project was to create variations of this landing page to test against each other. The idea is that we would serve multiple variations to our web traffic, track the conversions and find which design performed the best. Each variation has to be different enough to have a measurable separation in the data.
Much of the inspiration for this project came from the rehabs.com site directly. Each variation emphasized different parts of the site such as the color palette, iconography and interactive elements. Emotion also played into the design since our traffic would be in different areas of the transtheoretical model. This is the a theory in therapy that diagrams a persons readiness to change to a healthier lifestyle. We have found that showing different emotions such as fear or frustration can resinate with out user base and help lift conversions.
A single set of wireframes were constructed for this test based on other successful landing pages that we have used in the past. We wanted to focus the test on the presentation of the elements and not the overall structure of the page. Careful attention was still given to insure that the designs were responsive and had an easy to digest flow of information down the page.
I followed a traditional design process building high level concepts around each design and then detailing out how those concepts are presented throughout the page. This is similar to any design process but instead of limiting myself to one approach, I made them all. I did this because in testing you can’t assume you know what would be best for the end user, you can only display a range of options to your audience and allow them to show you through their actions what design is best.
V1 : Friendly and Facts Based
The first approach is the most like a long form article on rehabs.com. The style is meant to inform the user and put them at easy. In this concept the goal is for the user to feel comfortable and informed allowing them to make a more qualified call. Bold information graphics with friendly, engaging facility graphics help guide them to achieve our three goals for the page.
V2: Personal Struggle
Many times we hear about how people that are seeking treatment are feeling lost, unsure of what is happening to them. They’re most likely at a low point and are seeking something to help them make sense of what they are going through. This concept identifies with that feeling. The high contrast design separates those that are ready for treatment, in white, from those that are still needing more help to make a decision, in dark blue.
V3: Bold and Persuasive
This concept follows the same thinking as V1 but uses light and shadow to focus the users attention. The bold type treatment at the top doesn’t sugar coat what this page is about but instead puts the hardest questions to answer right in your face. The facility images are simple and direct, and the page call tracking numbers are large and bright.
V4: Intense and direct
The goal of this design is direct unwavering focus on you. Grabbing the user attention with an intense look and a direct call to action, this concept is designed to stop you in your tracks. The direct stare of the female figure and and monochrome treatment enhances the stark contrast between text, CTA and Background.
Although I felt that the V4 had the best visual design, it was V2 that had the highest converting traffic. It is common in testing to find what a designer thinks and what is highest converting to be at odds with one another. Even though a single element cannot be attributed to the success of the page, V2 does set a solid direction that we can test new elements and features on in the future. The winning variation had a 1.2% lift in call rate and an .82% lift in form fills. That translates to about $1,560 over the course of the test and a $18,000 dollar gain over the course of the year.
Sidenote: Designing for a test and designing for an entire system are two very different things. Testing is fun, with fun challenges, but I still value a traditional design process for larger projects. But keeping in mind that someone can, and probably should test on top of that larger design to fully exploit its value.
Thank you to Travis Lelue for ordering, tracking, and allowing me to create the test.