<aside> 📈 Post-Launch Results

• Session to Search % improved 4-6% vs prior periods; the introduction of new search opportunities throughout the page likely contributed.
• The improved search rate led to an estimated 2-4 incremental reservations per week. </aside>

This is an altered version of the original PRD.

Role - Product Manager, User Researcher

Team - Product Designer, Frontend Engineer, Business Intelligence, Brand Strategy, Marketing

Background

Landing’s home page had not been updated in over 3 years and needed a new redesign to reflect new branding and messaging.

Goals

1. Increase session-to-lead conversion rate
2. Convey Landing’s story and values to site visitors
3. Make content digestible and the user flow intuitive

Data

Pertinent information on the existing website was hidden in drop downs and on different pages. Some pages were rarely touch and ineffective to the overall user journey.

Overall site conversion rate sits at about 0.2%

• Home
  • 2,986.67 daily visits
• Standby
  • 776.67 daily visits
• How it Works
  • 300.77 daily visits
• Membership
  • 234.5 daily visits
• About
  • 78.76 daily visits

Users that visit the Membership and How-it-works page convert at a rate much higher than overall site conversion.

User Research