AuditBoard
Designing an optimized landing page for audit software.
PROJECT TYPE
Landing Page Design
ROLE
CRO Designer, Gartner
TOOLS
Photoshop
Illustrator
Instapage
DATE
July 2023
Overview
AuditBoard is a modern connected risk management platform. They were experiencing a low conversion rate of 2.71%, below the category average of 5-6%, for their pay-per-click (PPC) campaign in the audit software category.
My objective was to design AuditBoard a new optimized landing page that would help their PPC campaign generate more leads.
Category Analysis
I started by analyzing the top-performing landing pages of their competitors in the audit software category. I identified common copy, layout, and design trends driving conversions in their category.
Key Trends:
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Bulleted features grouped under common benefits
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Product screenshots in the hero section
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Modern and clean design
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Forms at the top and bottom of the page
Design
With category analysis and best practices in mind, I created a wireframe to establish the basic page layout.
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I created a mini style guide based on the branding on their website and prior landing page to help guide my creation of their landing page. I pulled a shade of red used within some of their product screenshots to be used as a high-contrast color for their CTA.
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Using their branding and my wireframe, I designed their landing page. My design process included copywriting, copy-editing, asset creation (backgrounds/icons), and more. I ensured the design was mobile-responsive, providing a consistent experience across all devices.
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The page underwent an internal design and stakeholder review to gather feedback and finalize the design.
![[Mockup] iPhone 13 (5).png](https://static.wixstatic.com/media/45e7cc_cb3406a539964ae38fa1e7db1e280988~mv2.png/v1/fill/w_286,h_500,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BMockup%5D%20iPhone%2013%20(5).png)
![[Mockup] iPhone 13 (3).png](https://static.wixstatic.com/media/45e7cc_2e3aa5b0941f4ba3abab3efd1970c2e8~mv2.png/v1/fill/w_286,h_500,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BMockup%5D%20iPhone%2013%20(3).png)
![[Mockup] iPhone 13 (4).png](https://static.wixstatic.com/media/45e7cc_6b68f511b9a946a1871953ffab3a18aa~mv2.png/v1/fill/w_286,h_500,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BMockup%5D%20iPhone%2013%20(4).png)
A/B Testing
To determine the form placement, I conducted an A/B test to determine whether a form placement at the top or bottom of the page would convert best.
1-Month Results:
Variant B converted 5% better than Variant A, with 55% confidence that the ATF form placement is the factor that improved their conversion rate.
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The vendor opted to end the A/B test then as they were happy with the results of the A/B test.
Results
After launching their new landing page, AuditBoard experienced a 100% increase of their conversion rate in the audit software category.
They were so happy with the results of their campaign that they decided they wanted a new landing page built for the compliance category.
