Improving conversions through streamlined UI

BACKGROUND

The visual progression of NNA’s high-performing website fell behind during an infrastructure overhaul. With new CMS and DXP solutions on the horizon, it was time to make as many visual updates as possible (within reason) to align with the developing brand and stay ahead of user expectations.

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CHALLENGE

Even though the site performed extremely well, the experience on mobile was rough, and its CMS had limitations that made it difficult to make template and functional changes. To address this challenge, we needed to make iterative and incremental design updates to the site that improved mobile experience, increased conversions, and stayed within consultant retainer hours for programmer-dependent tasks.

 

SOLUTION

To tackle this challenge, we focused on the highest trafficked areas of the site, ran and analyzed test data, and made strategic investments in the site. We restyled universal navigation elements, fonts, colors, and images to address the lagging visual style. We optimized for mobile, simplified content, revamped content templates, and continually refined the sales funnel through design thinking and experimentation.

 

RESULTS

Our efforts paid off: the new templates better aligned with the updated visual brand, and the simplified content we created to improve conversions worked beautifully. Despite being limited by the aging CMS and programming retainer, we managed to increase mobile conversions. Working closely with our marketing and systems partners, we collaboratively addressed some key friction points in our sales funnel. Work continues, but overall this effort was deemed a success.

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CREDITS

Design: Robert Amesbury, Jean Hahn, June Noh, Dan LaVenture, Jan Bratslavsky

Creative Direction: Maggie Soldano