Revamping Promotion Landing Pages

Role

Senior Product Designer

Team

PM · FE · BE · QA

Content

Data analisis · Benchmarks · A/B testing · UI desing

Time

2025

INTRO

Automotive Landing Pages

Marketing Services are a key part of the solutions that MotorK provides to its +300 customers around all Europe. WSK Product team is accountable for provide and keep performing those landing pages.

CHALLENGES

Understanding the problems

💡

Customers were dissatisfied with overall performance: the conversion rate was below industry expectations, and the outdated visuals created a poor first impression.
Meanwhile, the marketing team struggled to make updates due to legacy code, and the cost per lead had been steadily increasing over the past six months.

STRATEGY

Recordings, Data and Benchmarks

During two weeks we worked side-to-side with the PM to gather the insights needed for understanding the real situation:

Recordings
I led the Recording Strategy and further analysis. Using Heap, we're able to extract information and evidence of the problems.

-> Revealed friction patterns around the form and pricing.

Data
I helped the Product Manager in the extraction and analysis of the data from GA4.
-> Confirmed a low conversion rate compared to traffic volume
-> The issue wasn’t acquisition but the experience and clarity of the offer.

Benchmarking
I took competitors landing pages and I gather industry trends and best-practises.
-> Trend: leaner messaging, clearer CTAs, and stronger visual hierarchy

UX/UI Auditing
I examined the current design and performance in mobile devices.
-> Critical usability gaps on mobile: poor readability, interaction inconsistency, and unnecessary steps.

DESING

Wireframing & Designing

Wireframes were crucial to move faster in conversations with the team. Since this landing pages had few APIs serving data and affecting the front end -so the UX, we needed to start alignment as soon as posible with engineers, while the final design was in progress.

In paralel, I iterated in Figma till get the design that meets the requeriments:

The UI: Before and After

Deep dive in some of the changes

Multi-step Form Component
We introduced the new form component in the landing pages (Read more about it here).

Revamping Hero Section.
This new UX allows users to draw the widgets on the page

Mobile Best Practices.
I introduced few adjustments for mobile devices such us… to

After one sprint of development the landing page was ready to send to A/B testing.

IMPACT

Seeing the results

The preliminar results of the A/B testing were quiet positive, although we needed two more weeks for final results.

We're monitoring the landings (also with recordings) during that period with regular checks with the Marketing team to detect any posible malfunctioning.

Finally the results arrived:

-> Conversion rate: ↑ +32%
-> Leads generados: ↑ +27%
-> CPL: ↓ from 45€ → 28€
-> Bounce Rate: ↓ −18%
-> Dealerships expressed positive feedback on the new design, helping to increase customer satisfaction metrics.

After these results, we kept working on improve the CR metric. Applying A/B testing on different small changes.

LESSONS

What I learned?

-> I unlocked a new ability: A/B Testing
-> Wireframes are super useful for streamline conversations and align teams.
-> I feel more confident working with Marketing Landing Pages and metrics such us CR.

Cases

About Me

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