Case overview
We transformed an underperforming product page through precision-focused redesign and strategic automation. By simplifying complex messaging, integrating authentic testimonials, and implementing a systematic A/B testing protocol, we delivered a 32% increase in consultation bookings while reducing decision-making time by 26%. Our custom WordPress implementation eliminated 9 hours of monthly maintenance work, allowing the client to focus on what truly matters—their unique value proposition and genuine customer relationships.
The Brief
Challenge
Our client experienced a concerning drop-off in year-over-year performance for one of their flagship products. Initial analysis revealed their landing page wasn’t effectively communicating value or guiding users toward consultation bookings. Users were abandoning the site prematurely, often before reaching the strategically placed “Speak to someone” calls-to-action throughout the page. The complexity of messaging combined with a lack of social proof created unnecessary friction in the customer journey.
Objectives
- Identify precise user drop-off points in the conversion journey
- Simplify messaging and integrate strategic social proof elements
- Validate improvements through systematic A/B testing
- Develop a maintenance-efficient WordPress solution that increases conversions
Our Approach
We implemented a precision-focused research methodology to understand the root causes of user abandonment. Utilizing UserTesting.com, we collected data on three key competitor web pages that all featured consultation CTAs, establishing a baseline for comparison. We tasked users with becoming familiar with each web page, attempting to book a consultation, and vocalizing their thought process throughout the experience.
The research yielded valuable insights that shaped our approach. We discovered that users consistently sought process clarification before committing to consultation bookings. Many stopped to watch testimonial videos while others utilized third-party validation channels like YouTube or Instagram to gather additional information about the companies before making decisions. These findings indicated that the existing landing page failed to provide sufficient trust signals and pre-commitment value needed to facilitate conversions.
Our client experienced a concerning drop-off in year-over-year performance for one of their flagship products. Initial analysis revealed their landing page wasn’t effectively communicating value or guiding users toward consultation bookings. Users were abandoning the site prematurely, often before reaching the strategically placed “Speak to someone” calls-to-action throughout the page. The complexity of messaging combined with a lack of social proof created unnecessary friction in the customer journey.
The Results
Our solution leveraged DPTH’s core expertise in landing page development and product design, focusing on simplifying complex interactions while amplifying the client’s unique value proposition.
We began by creating multiple interface iterations in Adobe XD, each designed to optimize the user journey while minimizing cognitive load. Based on our research findings, we made the copy more casual and less complex, integrating video testimonials at strategic decision points to address common hesitation triggers. Rather than forcing users into immediate conversion actions, we restructured the information architecture to provide value and build trust progressively.
To validate our approach, we implemented a systematic A/B testing protocol. We created two distinct variations for the home screen, each with carefully defined metrics tracked through Adobe UX and Maze. After soliciting company-wide participation with over 78% compliance, we ran the test for one week, compiled the data, and developed a third variation incorporating the most effective elements from the initial tests.
Throughout the process, we utilized Slack and Balsamiq to map optimized user journeys and ensure alignment across all stakeholders. This stripped-down, bare-bones approach proved crucial for identifying potential experience breaks and maintaining focus on tailored design solutions. The final implementation included a custom WordPress theme that balanced visual impact with functional efficiency.
Key Success Metrics
36%
increase in consultation bookings in 3 months
41%
decrease in page abandonment
9 hours
Reduction in monthly maintanence
64%
reduction in required user input
“I’m impressed with how quickly DPTH delivered results—well ahead of our expected timeline. The team identified critical issues in our online store that were significantly impacting revenue. Their solutions will recover approximately 25% of our monthly online sales that were previously being lost. This has removed a substantial operational concern for our business.”
