Bookairfreight ✈️
Optimizing the e-commerce website’s landing page
Bookairfreight ✈️
Optimizing the e-commerce website’s landing page
Bookairfreight ✈️
Optimizing the e-commerce website’s landing page
Enhancing an airfreight service website for better customer acquisition.
Enhancing an airfreight service website for better customer acquisition.
Enhancing an airfreight service website for better customer acquisition.
Timetime
2020 (6 weeks)
2020 (6 weeks)
Role
Sole UX / UI designer | Website builder
Sole UX / UI designer | Website builder
Information architecture of the website
Information architecture of the website
Illustrations and Hi-fi prototype landing page
Illustrations and Hi-fi prototype landing page
Built responsive landing page within Webflow
Live website: https://www.bookairfreight.com/
Built responsive landing page within Webflow
Live website: https://www.bookairfreight.com/
Team
💁🏻♀️ Daisy (Founder)
💁🏻♀️ Daisy (Founder)
👨🏻💻 Stefan (Developer)
👨🏻💻 Stefan (Developer)
👨🏽💻 Alvaro (Front-end engineer)
👨🏽💻 Alvaro (Front-end engineer)
Overview
Problem
Our freight booking platform offers advanced solutions for customers, yet it suffers from low visibility, directly impacting user acquisition and revenue growth.
Our freight booking platform offers advanced solutions for customers, yet it suffers from low visibility, directly impacting user acquisition and revenue growth.
Solution
Crafting an exceptional landing page for our website, which will prominently feature our freight booking services, designed to increase customer acquisition.
Crafting an exceptional landing page for our website, which will prominently feature our freight booking services, designed to increase customer acquisition.
We have an awesome booking platform, but no one knows.
We have an awesome booking platform, but no one knows.
Airfreight booking platform
For a startup specializing in freight booking services, having a robust online platform is crucial to compete effectively within the growing industry. Despite developing an innovative booking platform, we faced a significant challenge: limited market awareness. The platform, while powerful and capable of transforming freight booking processes with its efficiency and user-friendly features, was not reaching its target audience adequately.
For a startup specializing in freight booking services, having a robust online platform is crucial to compete effectively within the growing industry. Despite developing an innovative booking platform, we faced a significant challenge: limited market awareness. The platform, while powerful and capable of transforming freight booking processes with its efficiency and user-friendly features, was not reaching its target audience adequately.
A website is needed for making break to more impression.
A website is needed for making break to more impression.
The need for a dedicated website became apparent as a strategic solution to enhance visibility and credibility in the market. Having a strong online presence, particularly a website, can be make or break for attracting more customers and eventually generating more revenues.
The need for a dedicated website became apparent as a strategic solution to enhance visibility and credibility in the market. Having a strong online presence, particularly a website, can be make or break for attracting more customers and eventually generating more revenues.
In short, we need to reach to a wider audience!
In short, we need to reach to a wider audience!
More customers, please!
🎯 Goal
🎯 Goal
How might we design an landing page that efficiently reaches a wider audience to significantly increase user engagement and bookings to our platform?
How might we design an landing page that efficiently reaches a wider audience to significantly increase user engagement and bookings to our platform?
And who's the user that we want to engaged?
And who's the user that we want to engaged?
To ensure the content on the landing page resonates with our target customers, I've developed two user personas, representing our core audience, and identified the top three priorities for each to tailor our messaging and features effectively, enhancing engagement and conversion.
To ensure the content on the landing page resonates with our target customers, I've developed two user personas, representing our core audience, and identified the top three priorities for each to tailor our messaging and features effectively, enhancing engagement and conversion.
E-commerce owner
E-commerce owner
Services that can handling increases in shipments during peak seasons
Services that can handling increases in shipments during peak seasons
Rapid delivery options are crucial to compete with larger market players
Rapid delivery options are crucial to compete with larger market players
Customizable options delicate items, various delivery speeds, or packaging services
Customizable options delicate items, various delivery speeds, or packaging services
Amazon merchant
Amazon merchant
Directly ship to Amazon fulfillment center (FBA) on time and in good condition
Directly ship to Amazon fulfillment center (FBA) on time and in good condition
Affordable shipping options that do not erode their profit margins
Affordable shipping options that do not erode their profit margins
Access to real-time tracking information and transparent communication
Access to real-time tracking information and transparent communication
What should be included to attract Michael and Bridgette?
What should be included to attract Michael and Bridgette?
To design a landing page that addresses the specific needs of our customers, Michael and Bridgette, I've designed a framework that highlights information and features paramount to their decision-making, ensuring the homepage directly speaks to their concerns and interests.
To design a landing page that addresses the specific needs of our customers, Michael and Bridgette, I've designed a framework that highlights information and features paramount to their decision-making, ensuring the homepage directly speaks to their concerns and interests.
Framework
Framework
Framework of landing page
Tone of voices
Tone of voices
To maintain consistency and enhance brand identity, we've decided to integrate the playful and engaging tone used in our marketing materials into the design and content of the landing page, ensuring a seamless and enjoyable experience for visitors.
To maintain consistency and enhance brand identity, we've decided to integrate the playful and engaging tone used in our marketing materials into the design and content of the landing page, ensuring a seamless and enjoyable experience for visitors.
Write a story that user can follow
Write a story that user can follow
Building a story make the website more digestible and memorable for users, and enhancing their connection to our brand and product.
Building a story make the website more digestible and memorable for users, and enhancing their connection to our brand and product.
Use the story-telling to structure the landing page
Use the story-telling to structure the landing page
Wireframe to visual present the story for stakeholders
Focus on hero section
Focus on hero section
To ensure the hero section creates a powerful first impression, I'm prioritizing its design to be visually appealing and instantly engaging, with the goal of compelling users to continue exploring the site, thereby reducing bounce rates and boosting user engagement.
To ensure the hero section creates a powerful first impression, I'm prioritizing its design to be visually appealing and instantly engaging, with the goal of compelling users to continue exploring the site, thereby reducing bounce rates and boosting user engagement.
OLD
Platform widget as the prominent element on hero section
Platform widget as the prominent element on hero section
NEW
Balancing between platform access and visual elements
Balancing between platform access and visual elements
Final design
Final design
Impact
Impact
After the landing page redesign, the website saw a 45% increase in conversion rates and average time spent on the website increased from 1.5 minutes to over 3 minutes, suggesting that the content and story-telling approach resonated well with the target audience.
After the landing page redesign, the website saw a 45% increase in conversion rates and average time spent on the website increased from 1.5 minutes to over 3 minutes, suggesting that the content and story-telling approach resonated well with the target audience.
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Weirong Chen
Weirong Chen
Designed and developed by Weirong Chen.