With a multitude of integrated channels and a full-suite marketing automation toolset, Omnisend enables over 50,000 e-commerce brands to reach and convert their customers at the right time, with the right message, via the right channel. All from one platform.
STEP #1 CHALLENGE:
Every significant UX/UI improvement a company undertakes must start with either individual usability or business objectives and goals.
In this case study, Omnisend set a goal to increase demo requests coming from their landing page. Therefore, Omnisend aimed to analyze their original landing page and make design changes in order to increase the number of demo requests.
Attention Insight was used for a design audit above the fold. Because of its high visibility, the content that you place above the fold should be the content that is most important to achieving your business goals. According to NN/g, “84% is the average difference in how users treat info above vs. below the fold.”
STEP #2 ATTENTION INSIGHTS:
Before making any changes and coming up with solutions, auditing the current version of the landing page is a must.
Omnisend landing has a classical setup for a SaaS product. It consists of the main heading, description, and CTAs on the screen’s left side, and product image on the right. There are two additional CTAs in the header as well.
AI Heatmap shows that four main segments – logo, heading, CTAs and product image draw most of users’ attention.
Firstly, Attention Heatmap indicates that attention for the logo and the main heading converges due to the lack of white space in between. Whitespace or negative space improves comprehension and helps emphasize design elements by creating a visual hierarchy.
The first insight: increase the whitespace between the logo and the main heading.
Percentage of Attention indicates that two main CTAs – “Get a Demo” and “Start My Free Trial,” compete for users’ attention with 4% and 3% of Attention accordingly. According to Hick’s Law, which applies to web design, the more choices you have, the easier it is to choose nothing. Since the goal is to increase demo signups, “Start My Free Trial” has to go.
“Essentially, two CTAs make users think a little more about which one to choose. Also, having one CTA would reduce hesitation, and no further thought would be needed as to which of these options were more appropriate” – Paulius Zajanckauskas, Performance Marketer @ Omnisend.
The second insight: decrease the number of choices, which will reduce the time required to make a decision.
The same holds for CTAs in the header even though they attract little attention in the first 4-5 seconds. These buttons still make users’ decisions more complicated, and CTAs in the header are repetitive.
The third insight: give up the original CTA buttons in the header and replace it with “Start My Free Trial” instead.
STEP #3 RESULTS:
First and foremost, A/B testing of the new homepage showed almost 30% higher Demo requests!
The first insight: adding the whitespace between the logo and the main heading increased emphasis on the landing page information block. Even though the Main Heading was reduced from three to two lines, the overall Percentage of Attention not only did not fall but even increased by 1%.
The second insight: removing “Start My Free Trial” from its former spot can be justified with two main facts. First, the “Request Demo” button now gets 7% of Attention, which is higher than the previous 4%. Remember that in the original design, two CTAs got 7% of Attention combined. Secondly, users now have one highly visible CTA choice, which simply makes it easier to make a decision.
The third insight: removing two repetitive CTA buttons in the header and replacing them with the “Start Free Trial” button maintains overall functionality. This button is also easily found by those who seek it. However, 1% of initial Attention is not enough to divert attention from the primary CTA, which was the aim of Omnisend.