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Optimization of the Vocademic Landing Page
Objective
Revisit the Vocademic landing page to make it a persuasive tool that best showcases the main features of the product and thus attracts potential customers.
Target Audience
University students, master’s, doctoral, and academic researchers.
Project Scope
1. Current Page Analysis: Identify weak points and poorly utilized areas.
2. Competitor Research: Understand how competitors position themselves and use this information as a benchmark.
3. Page Revision: Categorize the current page and those of key competitors, conduct an audit, and apply design improvements based on these data.
The methodologies I chose
• Categorization Technique: Classify page elements according to their purpose (See details in the next section).
• Benchmarking: Compare Vocademic’s landing page with competitors to identify differentials.
• UX Audit: Evaluate the current page’s effectiveness and suggest improvements.
3 weeks of roadmap to win!
1st week
Analysing the current landing page and carrying out desk research to understand the positioning of competitors and present the benchmark to the client.
2nd week
Categorise the pages (Vocademic and competitor) and carry out an audit, comparing strengths and weaknesses, as well as triggers, CTA positioning and other conversion opportunities.
3rd week
Apply improvements to the design, create responsiveness and deliver on the basis of the data collected, demonstrating the points for improvement according to categorisation and comparison with competitors.
Analysis and Categorizations
Trigger
What encourages the person to take action.
Recovery
Stimuli aimed at remarketing and mailing list
Value
What the product offers the user
Complement
Additional information and secondary links
Demonstration
Explanation of how the product works
Motivation
Reason why the user is here
Validation
Arguments that confirm the efficiency of the product
Breathing
Images, vectors, or empty areas
Current Page Analysis
• Trigger: Clear and highlighted action button to start the free trial.
• Demonstration: Detailed explanation of how the service works, but no demo video.
• Recovery: No explicit stimuli for remarketing or email capture.
• Motivation: Advantages such as increased productivity are highlighted, but can improve with real use cases.
• Value: Service benefits are mentioned, but lack clarity in direct efficiency comparisons.
• Validation: User testimonials present, but could be reinforced with approval seals.
• Complement: Additional information available, but FAQs could be more detailed.
• Breathing Space: Clean design, but could improve with the addition of icons and graphics.
Benchmarking (Competitor)
• Competitors use eye-catching CTAs in strategic locations.
• Include demo videos that facilitate understanding of the product.
• Capture emails with exclusive offers and pop-ups.
• Visual testimonials and real use cases increase credibility.
• Use direct comparisons of efficiency and time saved.
• Certifications and approval seals reinforce product trust.
• Detailed FAQs help clarify doubts quickly.
• Icons and graphics make navigation more intuitive and visually appealing.
By customer request, the competitor will not be displayed on this page, but I can show it to you in a possible conversation.
Proposed Improvements for the New Page
1. Trigger:
• Improvement: Add more attractive and visible CTAs, such as ‘Try it free now’ on eye-catching buttons.
2. Demonstration:
• Improvement: Add a demo video to the landing page for instant viewing.
3. Recovery:
• Improvement: Include email capture pop-ups and exclusive offers for visitors.
4. Motivation:
• Improvement: Use visual testimonials and real use cases from satisfied customers to increase credibility.
5. Value:
• Improvement: Create a comparison section showing the time saved vs. traditional reading.
6. Validation:
• Improvement: Add approval seals and relevant certifications to reinforce trust.
7. Complement:
• Improvement: Add more detailed FAQs to address all possible doubts.
8. Breathing Space:
• Improvement: Maintain simplicity, but use icons and graphics to break up the text and make it easier to read.
Summary of Improvements
• More prominent CTAs.
• Demo video.
• Email capture pop-ups. (Not approved by client)
• Visual testimonials and use cases.
• Time and efficiency comparisons.
• Approval seals and certifications.
• Detailed FAQs.
• Use of icons and graphics to facilitate navigation.
Next Steps
1. Implement the proposed changes on the Vocademic landing page.
2. Conduct usability tests to ensure the improvements meet user needs.
3. Monitor conversion metrics to evaluate the impact of the changes.
Due to unforeseen circumstances, this project was temporarily suspended. While we were unable to resume work on it, I believe the initial concept and its implementation were commendable, which is why it is included in this portfolio.
