Landing page
Visual refresh for the landing page leading users from into the start of Ladder’s application funnel
Background
This landing page is the bridge users take from Ladder’s partners, or ads in this instance, to enter into the application. Given the source of this traffic, this specific landing page needed to cater to a specific user that was motivated by value props promoted in Ladder specific ads. Based on existing data most users were motivated by an affordable daily price and 3rd party validation of Ladder’s services.
The problem
Almost ~60% of ads traffic drops before entering the funnel, diminishing with each following question in the application. Given what we know about user motivations, how can we make this experience better and more effective for users?
Version 2
Multiple versions were created during the iteration process, focusing on specific user needs like starting the application faster, upfront recommendations from trusted 3rd party partners, and even content adjustments that more clearly defined what Ladder was providing.
Given specific engineering constraints and compliance requests, adjustments were made to the visual design of the landing page to address the user needs and our team’s goals.
Project manager Sharpay Zhang
Senior product designer Thomas Kao
Content designer Dirk Petersen
Visual designer Chloe Cunningham
Frontend Engineer Jack Hale
Version 1