Elmo Software | Breathing new life into a branded product page

Laura Smith
Jul 30, 2022
3 min read

Updated: 6 days ago

A redesign of the Elmo product landing page template as part of a digital marketing test campaign.

Project: Elmo Software

My Role: Senior UX Designer Expertise: UI Design, Visual Design, Landing Page Design, Conversion Rate Optimisation (CRO)

Overview Strong organic search performance for Elmo's suite of HR products highlighted an opportunity for dedicated digital marketing campaigns to capitalise on this demand in the market. It was therefore proposed to redirect budget from other campaigns to a dedicated campaign for the top products as part of a test period.

A redesign of the existing product landing page template was required to give the page a refreshed look and feel. This new landing page would funnel traffic to the main site and onto the conversion pathways. Pending the success of the test period, these would then go on to be always-on campaigns for the brand.

Objectives

Produce a redesign of the product landing page template that could be adapted for multiple products.
This was not a rebrand or restyling but a moderate page template redesign only and for the purpose of testing performance of the digital marketing campaign over a short term period.
The redesigned landing page template was to consider best practices and successfully funnel traffic onto conversion pathways of the main branded website.
Content was to be mapped from the existing product pages and wider site as no new content was to be provided by the client.

Shown above are the top sections of the redesigned product landing page template, next to the existing landing page template. Pending success of the test campaign, the new landing page template will replace the existing one.

Process

Content was mapped from the existing product pages and wider site, then collated in preparation for new components to be designed. Prior to jumping into the ideation and design process, I review and edit all content, applying UX and SEO best practices. The components are then designed and adapted to the content required for each of the product pages.

With the content prepared for the top product landing pages, I then moved on to ideation and wireframing potential components to showcase the different sections of content. It was important components were designed to be flexible and therefore could be used across the different product landing pages.

Shown above is the hero component designed for the new landing page template, brought to life for each product with the respective brand styling from the existing landing pages. The graphic device of a cube was used in a playful way, focused around images of Elmo's customers and tying back to the brand's logo.

During the ideation process, I was experimenting with graphic devices and patterns that were not a dramatic move away from the current branding and logo, but would create a point of interest and playfulness to help engage users with the content.

As shown above, the cube/ box used as a graphic device was simple yet offered versatility when used in the redesign of the new landing page template, scaled up in size and surrounding imagery of the customer or key messaging. It received very positive feedback in the first round of client review and so it was further finessed as part of the page redesign and even adopted for the creative of the associated display ads.

Once finalised, the new landing page template and its variations for each of the products were presented to the client in a final review. I then prepared the designs with documentation ready for handover with developers and worked closely with the dev team, supporting the build process with design feedback & QA sessions.

Results

Performance for these test campaigns has been strong to date and a quarterly report on results is still to be finalised. Following review of results, these product campaigns will become always-on campaigns for the brand and the newly designed landing pages will replace existing product pages.

For any questions regarding this project or any of my other work, please do not hesitate to get in contact.