Designing UX for Conversions
summary
A presentation shows concrete case studies of improving conversions on a utilities landing page by changing content and flow rather than visual polish. It uses CRM and Google Analytics data plus user interviews to build an empathy map, map entry points, and prototype in Miro/Overflow; changes include rewritten microcopy, a single primary CTA, moved eligibility info and FAQs on the landing page, and chat/WhatsApp fallbacks, which produced a materially higher conversion rate.
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chapters (7)
- 0:00Start
- 6:37How do we connect the dots?
- 9:41Chapter 1
- 13:18Chapter 2
- 15:33Chapter 3
- 26:56Chapter 5
- 30:58Connecting the dots
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