Challenge: Ivee, a company offering personalized at-home health services, needed to improve the conversion rate of their landing page. Their goal was to convert visitors into paying customers for services like IV therapy and preventative care evaluations.

My Role: As a UX Engineer, I collaborated with conversion rate optimization (CRO) specialists to analyze user behavior and identify areas for improvement.

Leaving notes in Figma helps ensure everyone understands custom section goals and states.

Solution: Leveraging the insights from CRO specialists regarding page goals and copywriting, I focused on optimizing the visual design and layout. This included selecting impactful imagery that resonated with Ivee's target audience and created a user-friendly page mockup that aligned with the brand identity while considering competitor strategies.

Outcome: The redesigned landing page proved highly successful. We achieved a significant 20% reduction in cost per acquisition (CPA), indicating a more efficient use of marketing budget. Additionally, the conversion rate (CVR) saw a remarkable 49% increase, meaning a greater percentage of visitors converted into paying customers. This resulted in a 12% improvement in return on ad spend (ROAS), demonstrating a substantial boost in overall campaign effectiveness.