Factory Direct Supply

I was the designer leading this project by taking complete control of the creative direction by mocking the design up in Figma for desktop and mobile and working with Developers to accurately implement the landing page in Google Optimize.

Factory Direct Supply (FDS) sells building materials. For this project, I was tasked to make adjustments to the live page to increase revenue. This test tackled the top 3 issues: ❌ no hero section ❌ chaotic category cards ❌ unclear offers

In order to combat these issues, I: ✅ added a hero image to make the homepage more familiar to users ✅ redesigned the category cards to make them uniform so users want to look at them ✅ communicated each card clearly so users understood what they are clicking on

FDS wanted to improve conversions for as many products as possible across the website.

There was a lot of room for improvement on the homepage since it didn't align with many UX design principles. However, to tackle the biggest issues in the initial tests, we tested adding a hero image first, followed by updating the category cards.

We wanted to improve conversions and revenue to reach the client's quarterly goal.

We wanted to provide a familiar and pleasant experience for shoppers as soon as they reached the page to persuade them to surf around the category cards and convert.

To address the issues above, I: ✅ added a hero section with a headline, social proof, CTA, and UVPs to demonstrate value right away ✅ simplified all the cards and designed them in a uniform fashion ✅ displayed the copy on the cards clearly

Between the two tests, the shopping process was much easier for users to convert, as the client experienced a 150% increase in revenue and 4x more money spent per session. The client also added these elements as a permanent addition to the website 🔥