Landing Page Redesign for Major Brand with 11% P2P Uplift

I led the design of Virgin Games landing pages to enhance user experience and boost conversion rates. This project was the first step in applying the best practices of CRO (Conversion Rate Optimization) across the brand's digital presence.

I partnered with the marketing department, CRO team, and data insights teams using Google Analytics, alongside Google representatives, to gather and analyze data. This collaboration ensured the redesign was aligned with business needs and optimization best practices.

A/B Testing Success: The new design outperformed the legacy page with 98% confidence, significantly improving key metrics.

11% Uplift: The redesign led to an 11% average increase in paid marketing performance, which remained steady throughout the year.

Following its success, other brands of the organisation adopted the new layout, like Jackpotjoy, Bally Casino, and other European brands, demonstrating its effectiveness across multiple platforms.