Boost Lead Generation by 5% Through a Redesign

Jungle Scout's Sales Estimator is a widely used tool that helps Amazon sellers estimate monthly sales based on a product's Best Sellers Rank. While the tool delivers value to users, the original design faced challenges such as limited interactivity and dated user interface.

Additionally, the team wanted to take advantage of the high traffic coming through the page and make sure audiences are being captured.

The Jungle Scout Marketing team undertook an initiative to redesign the project to improve the Estimator’s usability, performance, visual appeal to meet user expectations, and use this page as one of the website’s effective page for lead generation . This case study explores the steps taken to redesign the tool, the challenges faced, and the results achieved.

The page is outdated and inconsistent with the current structure and design of the rest of the website.

A high-traffic page with strong visitor engagement, however, the lead capture process needs to be reimagined to take advantage of this high engagement.

Leads is about less than 1%.

The tool struggled with mobile optimization, limiting accessibility for sellers who depend on mobile devices for their business operations.

Align the design with the rest of the website. This page was created long ago, and since then, significant updates have been made to the flow, content structure, and tone across the site.

Add more call to actions and helpful information for the user to hopefully drive them to sign up or capture the user’s information.

Dial down the strategy for lead capture.

Increase leads and conversion by 2.5% - 3% in first iteration.

PHASE ONE

With these tools, we’re able to gather the following:

Total sessions recorded: Approximately 440,000, providing a substantial data set for analysis.

Conversion rate: 0.12%, highlighting opportunities for optimization through targeted UX improvements and strategic refinements.

On average, users engage with the free tool approximately five times before exiting the page. However, the absence of email capture or clear call-to-action elements results in missed lead generation opportunities, indicating a need for strategic improvements to retain and convert users

The team collaborated to define and finalize the project's scope, timeline, and feasibility. This cross-functional effort included the design team (2), developers (2), and a product manager. Additionally, we established clear acceptance criteria at this stage to ensure alignment on project goals and deliverables.

PHASE TWO

The redesign primarily focused on enhancing usability and optimizing user pathways to increase lead generation, leveraging the high traffic potential of this page.

Given its outdated structure, we carefully redefined the page layout with a strong emphasis on feasibility for the development team, ensuring a seamless implementation.

A key priority was streamlining the lead capture process by refining the user flow to boost engagement and maximize conversions. This involved:

By integrating these strategic improvements, we created a more efficient, user-friendly, and conversion-optimized experience.

Jungle Scout has a well-defined brand identity, including established colors, fonts, and messaging.

However, the previous design felt minimal, relying heavily on greys and oranges. To create a more engaging and visually dynamic experience, we incorporated tertiary colors, making the page more inviting to users.

Additionally, we designed and integrated new assets that sparked curiosity, encouraging users to think, ‘What else does this tool offer?’—essentially providing a sneak peek into its full potential.

PHASE THREE

The redesigned page received positive feedback from stakeholders, who praised its enhanced engagement and improved user experience. The team is also confident that the new flow will increase lead generation, aligning with the company’s strategic objectives.

User Benefits:

Business Benefits (Jungle Scout):