The Forem

I was the designer and strategist leading this project by meeting with the Account Manager to align goals, curating the outline to include all of the touch-points, mocking the design up in Figma for desktop and mobile, working with Developers to accurately implement the landing page in Unbounce, and delivering the final product to the clients.

The Forem teaches critical skills for career advancement to help women and people of color move up the ladder faster.

To gather TOFU leads, our marketing strategy required me to create a lead gen landing page that promoted The Forem's downloadable career guide in exchange for the user's name and email. While making a complete redesign, there were 3 major points I addressed.

The information on the client's page didn't: ❌ show what the guide looks like to give users a teaser ❌ present social proof to reinforce the legitimacy of the guide and The Forem ❌ break down the transformation users experience by reading this guide

With the redesign, users were able to: ✅ see example pages from the guide to pique their interest ✅ feel more confident in exchanging their information for this guide by reading ratings and experiences from previous customers ✅ understand clearly how their opportunities are maximized with this guide

The Forem wanted to improve their conversations for their product, their career boot camp.

Users didn't feel safe converting on this page, because they had little information on the guide and the Forem after coming from search and digital ads. They felt converting required them to take a risk on giving up their information in exchange for this guide that may not even be valuable or legitimate, which discouraged users from downloading the guide.

We wanted to improve TOFU conversions so more users could be nurtured down the funnel and purchase career boot camps.

We want to empower users to trust the landing page right away and see the value in the guide.

To address the users' pain points with the redesign, I gave the audience: ✅ a colorful, playful design that aligned with the brand guidelines and a peek into the value they would receive from the guide ✅ immediate and prolonged sense of trust with social proof ✅ a 3-step explanation of how users benefit from this guide

Users recognized the value of the guide immediately and felt much more comfortable inputting their information on this lead gen landing page, resulting in a 37% average conversion rate 🔥