Improving Conversion Rates Through UI/UX Optimization
Taking end-to-end ownership of front-end delivery at Thena. From design to production.
Company
Thena, AI native B2B customer support platform
Role
Lead designer
Date published
February 5, 2025
Background & Problem Statement
Nemora, a packaging company, faced low conversion rates on its Webflow-built landing page. Visitors browsed but rarely completed inquiries. The goal was to enhance the UI/UX to improve user flow and drive more conversions.
User Research & Insights
Heatmaps and analytics revealed that users abandoned the site due to unclear navigation and lack of compelling CTAs. Competitive analysis provided insights into industry best practices for conversion-focused design.
Redesign Strategy & Execution
The new design featured a cleaner layout, prominent call-to-action buttons, and improved product categorization. The inquiry process was streamlined, reducing friction for potential customers. Trust elements like testimonials and certifications were also added.
Results & Business Impact
Post-launch, the landing page saw a 40% increase in inquiries and a 25% boost in engagement metrics. Users reported a smoother browsing experience, leading to higher satisfaction and retention.
Key Takeaways
A well-structured UI/UX strategy can significantly impact business outcomes. Small design changes, such as improved navigation and strategic CTAs, can lead to major improvements in user engagement.
