Overview
What started as a small product evolved to support over 4,000 customers, leading to a shift in messaging.
The goal was a new design, which involved rethinking the content, restructuring the page, and creating a mature design that aligns with the evolved product.
Key challenges identified
01. The message was unclear.
02. The content was not relevant.
03. The benefits weren’t conveyed.
What needs to be done
IMPROVED UX
Crafting a clear narrative to solve pain points.
ENHANCED UI
Strategic design that aligns with customer interests.
INCREASE AWARENESS
Measured by incoming visitors and new leads.
How do we do it
UNDERSTAND CUSTOMER NEEDS
I began with competitor research and followed up with PMM interviews to understand the needs and behaviors of marketers.
We decided to emphasize our advantages: low cost, easy to use, generates higher revenue, and involves a dedicated CSM.​
3 MAJOR CHNAGES WE MADE
01. Turned the one-pager into a mini-site with pages for 3 strategic pillars.
02. Emphasized key features and detailed their relevance and impact.
03. Add customer testimonials for credibility.
The design process
THE HEADER
Customers typically spend about 5-10 seconds on the first fold, deciding whether to explore further.
We craft brief, impactful headlines that speak directly to marketers’ pain points.
2 MAJOR CHNAGES WE MADE
01. Removed the Email fill button, and replaced it with 2 CTA buttons
02. Moved up our customers' logos to the first fold, for building confidence in the product.
3 STATEGIC PILLERS
The features are clearly explained in terms of how they help customers achieve their goals.
3 MAJOR CHNAGES WE MADE
01. Replaced the long scroll with a homepage and 3 inner pages.
02. Adding inner pages, tailored to convey specific messages.
03. Adding customer testimonial and build trust.
PRICING
Customer behavior analysis revealed that most users head to the pricing or case studies pages. We added a clear CTA to guide users strategically through the page.
CASE STUDIES
We showcased key data points from trusted brands to build credibility and demonstrate Yotpo Email’s value across industries, without requiring them to read full case studies.
PRODUCT CAPABILITIES
For customers who prefer not to navigate to inner pages, but rather browse to grasp the product's capabilities, this section will grab their attention.
We added preview images from inner pages and unified the design to create a more cohesive experience.
