Continuum Managed Services utilizes webpage forms to gather potential customer contact information, so that the sales team can generate a customer base. This practice is called lead generation and relies heavily on webpages that offer a product demo or trial signup. As an intern for Continuum, I was honored to design the main product demo and trial landing pages. I completed this project just before the company’s brand redesign. Therefore, these landing pages are conceptual, though the design process remains relevant.
Since these pages required the interaction of potential customers, it was extremely important for me to perform thorough research and determine the highest performing page layouts. In other words, I needed to identify where to place the forms to be able to generate the most submissions.
I created an A/B test for both the demo and trial pages, testing exclusively the form location. Version A showed the form on the right side of the page and Version B showed the form on the left. Both versions were randomly viewed by users over the course of two weeks. At which point, I concluded that potential customers responded more often to the form on the right side of the page, Version A. This finding helped me design more effective and successful landing pages.
At the time of this project, Continuum liked to play up the bright orange that is in its logo, which was helpful in these designs. In both landing pages, this color allows the product name and type of request to stand out from the rest of the heading. Used as a background, the orange emphasizes the information the company wants potential customers to view first. Broken up with the light grey form and several graphics, the pages have a fresh boldness.
I completed the designs and determined what information to place on each landing page by addressing the needs of potential customers at different stages in the buying process. My research revealed that users who were evaluating the product viewed the demo page more often, which is why the demo page contains extensive information and a footer with links to other relevant pages for further research. Those who were ready to make a decision on the product frequented the trial page. They have completed their research, which is why the trial page shows only the essential product information and a testimonial to influence potential customers to submit the trial form.
Much has changed at Continuum since this project, but the demo and trial landing pages remain an important source of lead generation for the company.