Project Overview

Coworking pass for various locations. Bring conversions through funnel redesign from 0.

The company faced no conversion in terms of sales

This was from ads based on their current ad graphics and funnel design.

They redistributed a product through new packaging and altered the offer from a supplier.

Their main supplier had sales, both organic and paid.

The company had no sales in terms of organic either, unless highly followed up by the team.

Goal: Redesign the funnel and ad graphics together with campaign and consulting expertise to overhaul the funnel. Convert leads into buyers.

Process

Conducted thorough market, competitor and supplier research in addition to clients' data from previous Hotjar Recordings, Heatmaps and User Interviews.

Redesigned the entire funnel and ads by keeping in line with the design guidelines provided, including brand essence, images, typography, and colour palette.

Designed was completed within only 2-3 weeks from the research start, conclusions and strategy that was drawn.

High-fidelity design with easy copy-paste from Figma to Webflow as code was provided, which helped improve implementation times considerably.

Creative Problem Solving of Limitations:

Copywriting may not go against or jeopardise the offer from the main supplier.

The naming for the repackaged offer and plans has to take a different shape than before whilst ensuring maximum conversion. The same for the ads, whilst maintaining overall consistency with the brand.

The timeline was short. Only 1 month to fully overhaul the entire offer, copywriting, ads, graphics, and website funnel to top-quality standards.

Had to introduce a separate main plan as an addition to the product in order to enhance the platform's overall user base growth, not only for this particular funnel and product.

The extra reduction in prices compared to the supplier came from purchasing this additional plan as the main offer of the business.

The offer was complicated. The plans were confusing. The pitch was to buy both products (one being a membership, and thus reduce your S PASS)

Communicate and handle the entire onboarding/UX process wherein parts of the product would be managed by the supplier, not the company itself. For instance, regarding the offer modify the offer, questions were solved around:

Who should the person be asking questions in case of troubles with the app, or the pass was also discussed and given advice for.

Design

Link for high-fidelity prototype (phone version, desktop also available):

http://rb.gy/fzw8eu

Results

Interactions and impressions turned into sales and hundreds of new users/day with this campaign. Approx. 1200/users per week for the overall Doerscircle ecosystem.

Page attracted increased interest (~20% more compared to the previous).

Multiple questions were now incoming about the product (showcasing interest).

The new funnel also increased the scrolling length and interaction with the website sections. Seen from the heatmaps and recordings (Hotjar, Microsoft Clarity).

The COO and the team were highly pleased with the design and the time-saving process implemented to copy-paste easily from Figma to Webflow as code.

With time more interactions and impressions turned into sales and hundreds of new users/day with this campaign.

Post-project

Post our work I provided suggestions on what steps need to be taken to improve the website from a development perspective.

I have also offered impactful notes for furthering the design through an analysis of user behaviours post the campaign.

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