Redesigned Hockey Landing Page Focuses on Clarity and Social Proof to Boost Trust
Discover how a redesigned hockey landing page aimed at clarity and trust led to a significant -38.5% change in conversion rates. Explore the insights!
Metric
Conversion rate
Lift change
-38.5%
Control
Variation
If the hockey landing page is redesigned to emphasize clarity, social proof, and mobile usability, then the conversion rate will increase because users will better understand the product, trust it more, and experience fewer UX blockers when deciding to purchase.
What We Changed
- Redesigned hero section with bold headline and CTA.
- Added "What is the Product?" section early on.
- Prioritized athlete imagery and video content at the top.
- Introduced social proof elements like quotes and endorsements.
- Added FAQs and reviews modules near the page bottom.
Detailed breakdown
Conversion Rate
-38.5%
Bounce Rate
-0.7%
Click-Through Rate
+1.7%
Key Learnings
- Users found the new design less compelling, affecting conversion negatively.
- Increased focus on visual content didn't translate into higher engagement.
- Early social proof did not sufficiently enhance trust.
- Simplifying UX and building trust requires further refinement.
