This project focused on improving Southwire’s Telecom landing page by enhancing user engagement and driving conversions. The original page was not performing well, with no conversions, which indicated that users were not taking the desired actions.

The Challenge

• No conversions: Users were not engaging with the content or taking action.
• Complex layout: The design was cluttered, making it hard for users to navigate and understand the page.
• Low organic traffic: The page wasn’t optimized for search engines, limiting its visibility.

The Approach

Design Overhaul

I started by simplifying the page with a single-column layout. This made the design more visually appealing and easier for users to follow. The new layout focused on guiding users toward specific actions, like downloading PDFs and signing up for an account.

Keyword Optimization

To increase organic traffic, I performed extensive keyword research. By identifying the most relevant keywords, I optimized the page content to improve its ranking in search engine results, attracting more visitors.

Engagement Boost with Video

I added a video at the top of the page. This video grabbed users’ attention immediately and encouraged them to explore the rest of the content. It also helped increase user engagement and made the page more interactive.

Results

Between December 8 and December 29, the new design and strategies delivered the following improvements:

• Page views increased by 68.14%
• User engagement increased by 76.32%
• Scroll depth increased by 39.42%
• Session starts increased by 234.55%
• File downloads increased by 50%

Conclusion

This project not only involved redesigning a landing page but also creating a seamless user experience that encouraged visitors to take action. The simple, clean layout and strategic use of video and keywords resulted in significant increases in user engagement and conversions. This case study demonstrates my ability to analyze, strategize, and execute effective digital marketing solutions that produce measurable outcomes.