The landing page design of Gehlen
140% increase in conversion rate through improved landing page design
See the success storyThe challenge
At Lassie, conversion is not about a purchase in a webshop. The website works primarily as an inspiration platform. This makes it more difficult to apply CRO in the classic way with hard conversion targets and standard A/B testing.
The challenge was in gathering the right insights: what exactly are visitors looking for, what are they running into and what are they missing on the site?
Work performed
To structurally improve the website, we used several CRO methods.
- CRO audit
A comprehensive audit based on technical checks, best practices, expert review and data from heatmaps and recordings. With this we mapped where visitors get stuck and which optimizations could make the most impact.
- Surveys
To better understand what visitors expect from the website, we implemented a survey tool and asked targeted questions to visitors.
- Fake Door tests
To validate ideas before building them, and thus save a lot of resources, we deployed Fake Door tests. This allowed us to measure whether visitors are actually interested in a new featurebeforebuilding this idea.
From engagement to newsletter value: weekly menus
A good example of how this approach comes together is the development of the weekly menu.
Data showed that while visitors were signing up for the newsletter, engagement was lagging. The content did not match their needs well.
Through online surveys, we asked visitors what they find most difficult about cooking. Coming up with something new every night was the answer we received most often. The classic "What's for dinner today" question. It turned out that a large proportion needed practical inspiration, such as a weekly menu. And, people prefer to receive these by e-mail .
No sooner said than done. We moved away from the monthly newsletter and started working with a weekly menu. Including the shopping list for that week.
Other optimizations
In addition to developing new concepts like the weekly menu, we made both strategic and UX improvements based on data and user behavior.
Based on insights from surveys and behavior, we saw that visitors were primarily focused on finding recipes and products. Therefore, we redesigned the homepage and made the search function more prominent.
This led to immediate measurable results:
- A 7.9% drop in bounce rate
- A 2.9% increase in CTR to recipes
We also added a cooking mode to the recipe pages, so the screen stays active while cooking, a feature that was immediately liked - pun inteded - by Lassie's visitors, as shown in the heatmap below!
