Unbounce

Unleashing the power of new AI features at UNBOUNCE

August 2023 • 8 min read

Problem

Empower Unbounce customSmall to medium-sized businesses spend too much time and effort manually optimizing their landing pages. They’d like:

•

Alternative options to make optimization faster and more effective.

•

To get more insights and know where to focus their efforts.

•

To be more competitive in the market.ers and businesses to utilize AI-powered features.

Business goal

Position Smart Traffic as a core feature by enhancing its functionality and value. Provide actionable insights to guide customers and improve their experience.

Customer goal

Boost landing page conversion rates to grow their business while reducing the time spent managing campaigns.

Impact

Improvements to Smart Traffic were rolled out incrementally, resulting in:

•

A 23% increase in feature adoption among existing customers.

•

A 16% increase in customer retention.

•

Over a 20% increase in publishing with Smart Traffic within the first month, driven by insights that clarified page performance and conversion rates.

Company

Unbounce

ROLE

Senior Product Designer

Product Strategy, Design Vision, UX Research, Prototyping & Testing, Visual Design

Team

Product Manager, Product Designer, Dev-team (Frontend & Backend), Data Analytic, Customer Success Manager

Project DURATION

January 2023 - May 2023

Overview

Smart Traffic feature

Smart Traffic uses AI to automatically direct visitors to the landing page most likely to convert customers with similar attributes. Marketers who use Smart Traffic see, on average, a 30% increase in sales and signups.

With Unbounce, landing page optimization has no limits. Once you’ve identified what resonates with your audience through tools like A/B testing, you can use AI to direct each visitor to the most effective page variant.

Learn more about Unbounce.

Research

Our customers

Its important to diverge on the problems that are to be solve for, before moveing on to finding solutions. My research will surface unknown unknowns that will guide the journey.I focused on identifying what is the day to day jobs need to do, achieve (Jobs-to-be-done framework)

The Agile Marketer

A hands-on marketing manager or business owner focused on rapid growth. She/he values tools that optimize campaign performance and simplify the process of identifying the best landing pages to scale efforts.

JOBS-TO-BE-DONE:

Boost landing page conversion rates to grow their business while reducing the time spent managing campaigns.

The Strategic Consultant

A seasoned freelancer or small agency owner managing multiple client campaigns. She/he values tools that demonstrate clear performance metrics to clients and streamline campaign management without manual A/B testing.

JOBS-TO-BE-DONE:

When I deliver a campaign for my client, I want to show them the value of optimized landing pages quickly, so I can save time and strengthen my pitch to managers or colleagues.

The Data-Driven Specialist

A marketing or business development professional in accounting or insurance. She/he prioritizes tools that provide benchmarks against market performance and make it easy to adapt strategies for better results.

JOBS-TO-BE-DONE:

When I create landing pages for a lead generation campaign, I want to compare my performance to industry benchmarks, so I can build more competitive pages and deliver measurable results.

So, whose problem am I solving?

Based on the data, the most valued audience includes:

By company size:

• Small (1-10 employees)
• Medium (11-49 employees)

By industry:

• E-commerce
• Agencies
• Accounting
• Insurance



Synthesis

Customers want to understand their users and be best on the market.

Together with a UX researcher, I gathered information (known and unknown), and identified the core pillars of creators' challenges.

How do I know which landing page version is actually performing the best without digging into endless data?

I need to show my team the ROI of our landing pages, but I don’t know the best way to present the data.

How can I prove to my manager that optimizing our landing pages directly impacts conversions?

Is my landing page competitive compared to others in my industry? I need benchmarks to improve.

I want to create landing pages that consistently outshine the competition, but I don’t know where to start.

What’s the easiest way to adapt my landing pages for different audience segments automatically?

Insights gathered from customer interviews reveal

• Only 15% of customers are trying Smart Traffic.
• 80% of those who try Smart Traffic on a page continue to use it.

Helpful Notes:

• Larger companies with more resources are already targeting specific customer profiles.
• Additional insights were collected for the Smart Builder team.

Ideation

I planned and led a Design Sprint to uncover opportunities with a team.

Using the Google Design Sprint Methodology, we facilitated cross-departmental collaboration, involving the Product Manager, Customer Success Manager, and our valued customers during the validation stage.

Our goal: to improve the customer experience by solving their problems effectively.

From the Design Sprint, we identified both long-term and short-term improvements:

Short-term goals

Leverage customer insights to implement and test small, impactful improvements that deliver quick, measurable results:

•

Offer deeper insights.

•

Educate users about Smart Traffic.

•

Provide clear information on page performance.

Long-term

•

Develop an onboarding process to showcase the power of AI.

•

Simplifying workflows to reduce friction for users.

•

Use insights from the Design Sprint to shape a long-term customer experience improvement plan, focusing on personalization.

Overall Goal

Increase the percentage of accounts using Smart Traffic and provide insights to guide our customers.

Design principles

Next session determines 4 design principles for smart traffic, to make sure that design is alligled with the principles. These principles is centered around our customers.

Performance Clarity

Easily identify top-performing landing pages without manual analysis.

Competitive Edge

Benchmark performance and create standout landing pages.

Value Demonstration

Showcase measurable results to stakeholders with ease.

Contextual Awareness

Optimize campaigns with intuitive, beginner-friendly tools.

Real-Time Data

Deliver real-time updates with the ability to explore data from multiple perspectives.

Anticipatory Design

Leverage AI to anticipate user needs, offering timely and relevant insights.

Early designs

These wireframes were created to align with our design principles, helping shape and refine our ideas effectively.

Main/All pages

The most visited page (100%) provides a high-level overview of all user campaigns, offering insights into overall page performance. I focused on ensuring campaign success by enhancing support and adding key features where users need them most.

Campaign page overview

This page provides customers with detailed insights into their page performance results. I included a summary of key changes over a selected period and added personalized suggestions to help improve page performance based on campaign data.

Page opportunities

This section includes all the necessary steps and actions to help customers improve their page performance effectively.

Prototyping

Prototypes and tests

Before finalizing the design, I focused on testing its usefulness. The goal was to create a product that customers would find valuable. I conducted user tests with 5 participants using Maze’s tool to gather feedback.  Pre-tests with the customer support team and Visual Eye showed positive results.

Designs that make a difference

Before and After

Previously, the homepage for customer campaigns only provided basic information about the campaigns, with little focus on the unique value of the product. Customers were primarily focused on the campaigns themselves, which didn’t effectively showcase the full potential of the product. 

After testing and improvements, I empowered the design to better highlight the product’s unique value and provide more meaningful insights to users.

Before

After

Compete with top pages on the market

We enabled customers to see their current page performance and use Smart Traffic to enhance metrics.

Driving Engagement and Adoption

+17%

Click-Through Rate.

+23%

Feature Adoption Rate through the performance page.

Tracking conversion rates on timeline

Creators can monitor daily customer behavior and conversions to gauge business performance. Data can be downloaded as a report for in-depth analysis.

Boosting User Interaction and Retention

+12%

Average Session Duration.

+16%

Positive impact on customer retention of the Smart Traffic feature.

Educate customers and showcase new features

Given that Smart Traffic is relatively new, we focused on educating customers about its benefits and building trust. We provided immediate access to information and documentation.

Building Trust Through Education

Educational resources to build trust through helpful content.

Added learning tooltips to further educate the audience.

Overall results

Successful Launch

The feature is now available to all users and plans.

Increased User Interest

Data shows strong user interest in the new feature.

Growing Engagement

Customers who tried Smart Traffic became more engaged with insights.

Prioritization of Top Landing Pages:

Smart Traffic helps identify and prioritize the best landing pages in the industry.

Enhanced Education

Provided learning materials to educate customers about the new feature.

From the Design Sprint, we identified both long-term and short-term improvements:

Overall results

Next Steps

Explore even more