MOVU Landingpage optimisation

What is MOVU?

MOVU AG is a comparison and booking platform for moving and move-out cleaning companies. The concept is simple, create an inquiry, answer some questions, get 5 quotes and book.

What makes MOVU unique?

MOVU is the biggest platform providing this service in Switzerland. The moving companies are very selected and have to pass certain requirements to be partnered with MOVU.

My project roles & responsibilities

Team size: 1 Product Owner, 1 UX Designer, 1 UI Designer, 1 FE Developer

Define project requirements

Stakeholder management

Testing requirements

Wireframing

Design lead - the junior designer created visual design under my lead

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The current communication is very unstructured and doesn't have a common goal.

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Agree on a common set of company values

Rephrase the values using a set of attributes

Reduce currently used keywords to clarify the communication

Improve value proposition

Highlight specific situations, solutions and feelings

Streamline user focus points

How to test the new design?

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I conducted a workshop where we explored new communication goals & values. A complete landing page redesign was proposed and tested in several A/B tests. Overall resulting in a 23% conversion uplift on mobile & a 6% uplift on desktop. There was no loss in SEO ranking. The project was a success.

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Find 3 values that MOVU wants to be represented with

Develop the values into principles

I heard that there is a general misconception within the C-Level about the values MOVU represents towards our audience. I facilitated a workshop and partnered with our content marketing manager to align all stakeholders and agree on a common set of values we want to present and communicate in the new design of the landing page.

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After the workshop the goal was to translate the values we defined into clear, easy to understand, straightforward and actionable language.

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Design requirements – Step 1

We wanted to position MOVU as a comparison & booking platform.

With that, the goal was to give the user a 3 step action that is easy to share with friends and family. Each step contains an actionable keyword at the beginning (Fill out, Compare, Book).

We improved the readability and focus by going away from the old centred text layout to a more approachable "F" reading pattern. This way the keywords can be scanned easily.

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The goal is to focus the interest on the headline & call to action button. We validated the reason the user visited the website and set a goal that the user can achieve.

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Additionally to our new 3 Step value proposition, we want to highlight specific situations with the feelings of our customers.

In the example below, we are highlighting "fill out request" by supporting it with a specific situation of the customer in a testimonial. The goal is to combine our product claims with real user emotion.

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We want to test the design changes with an A/B Test. We split the landing page into “above the fold” and “below the fold” to test them separately. In total, we want to run 3 tests.

From earlier tests, we found out that our content below the fold, meaning everything that is not seen immediately when you enter the page, does not have a significant impact on our “CTA click” conversion rates.

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Test 1

Old “below the fold” vs. new “below the fold” Goal: Don’t lose any “CTA click” conversion

As expected, the “CTA click” conversion did not significantly increase or decrease on any device. We implemented the “below the fold” design to all devices.

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Test 2 - Desktop & Tablet only

Old “above the fold” vs. new “above the fold” Goal 1: Don’t lose any “CTA click” conversion Goal 2: Increase “CTA click” conversion

Goal 1 and 2 were reached. Additionally to no “CTA click” conversion loss, the new design converted 6% better than the old one. Therefore we released the new design.

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Test 3 - Mobile only

Old “above the fold” vs. new “above the fold” Goal 1: Don’t lose any “CTA click” conversion Goal 2: Increase “CTA click” conversion

As we have already seen an increase in “CTA click” conversion on the Desktop version, we expected an uplift on mobile as well.

The test definitely exceeded our expectations with an increase of conversion by 23% to the old conversion.

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The project was a success. I was able to successfully plan the project, facilitate the workshop, all resulting in a positive test result with the design being implemented on all devices.

That it is very important to talk about any discrepancies that occur on certain topics or projects. This rocket started the project and aligned all stakeholders when we sought approval.

That your hypothesis can only be measured properly if you also have the test environment to do so. As we only looked at the conversion rate we couldn’t find out if customers actually got more guidance or not. A better solution for that would have been a more qualitative testing approach like user testing.