Optimizing Conversions in SaaS company: The Success Story of PostClick (acquired by Instapage)
Marketing platform. Empowers marketers to reduce costs, grow conversions, and deliver relevant landing page experiences that increase brand trust, customer loyalty, and conversion rates.
Company
PostClick
Role
Senior Product Designer
Year
2020
Industry
SaaS
1. Introduction
I was the Senior Product Designer for the PostClick (acquired by Instapage) project, a marketing platform that aimed to empower marketers in reducing costs, increasing conversions, and delivering relevant landing page experiences. My role involved leading the design efforts and collaborating with the team to create an intuitive and effective application. Through extensive user research and iterative design processes, we developed a comprehensive solution that met the diverse needs of marketers. Utilizing tools such as Figma, Jira, Slack, and Notion, we ensured effective communication, task management, and design collaboration. The final design incorporated user feedback and underwent rigorous testing to ensure usability and effectiveness. The application featured intuitive navigation, visually appealing layouts, and robust functionality. It was recognized in industry awards for its innovative design and impact on marketing strategies. I am proud of the positive impact the application has had on enhancing brand trust, increasing customer loyalty, and improving conversion rates. The client has expressed satisfaction with its user-friendly interface and the improvements it brought to their marketing efforts.
2. Challenge
The challenge for the PostClick project was to create a marketing platform that empowers marketers to reduce costs, grow conversions, and deliver relevant landing page experiences in order to increase brand trust, customer loyalty, and conversion rates. The goal was to develop an application that simplifies the process of creating effective landing pages and optimizing marketing campaigns. The solution involved building landing pages with conversion-focused layouts using Instapage's platform. These message-matched landing pages help improve ad campaign performance by providing relevant and on-brand experiences for prospects. The platform allows users to create mobile-responsive landing pages without the need for a developer. Additionally, Instapage's proprietary AMP and Thor Render Engine® technology ensures fast-loading pages, minimizing the risk of losing conversions due to slow-loading times. To maximize impact and optimize conversions, the platform offers experimentation capabilities. Users can test their landing pages using detailed heatmaps to understand on-page behavior and conduct A/B tests to iterate and optimize based on performance. Personalization is another key feature of the platform, enabling marketers to create high-performing content for each audience segment. By dynamically delivering tailored landing page experiences to different ads and target audiences, users can increase visitor engagement and conversions. The platform also provides metrics at the audience level to identify high-performing target segments. Instapage's integration with ADMAP® allows users to sync back to their ads in one click, enabling faster campaign launches and parallel workflows. The platform streamlines the review process and facilitates collaboration with instant feedback, real-time edits, and secure sharing with external stakeholders. AI-generated content is another valuable aspect of the platform. Users can leverage AI to instantly generate content for different audiences and ad groups. This feature accelerates experimentation by providing AI-made headlines, paragraphs, and CTAs for A/B tests. Importantly, the AI creation functionality is seamlessly integrated into the Instapage builder, ensuring a smooth workflow for users. Overall, the PostClick project successfully addressed the challenge of creating a marketing platform that empowers marketers to reduce costs, increase conversions, and deliver relevant landing page experiences. The platform offered a range of features and tools, such as conversion-focused layouts, experimentation capabilities, personalization options, collaboration functionalities, and AI-generated content. Through the utilization of these features, marketers can optimize their campaigns, enhance brand trust, increase customer loyalty, and improve conversion rates.
3. Solution
To address the challenge, we developed a comprehensive solution. Through a collaborative effort with the team, we utilized tools such as Figma, Jira, Slack, and Notion. These tools facilitated effective communication, task management, and design collaboration. The solution involved conducting in-depth user research to understand the target audience and their needs. This research guided the design process, ensuring that the application provided a seamless user experience. Iterative design iterations were carried out using Figma, allowing for quick prototyping and feedback incorporation. The final design incorporated user feedback and went through rigorous testing to ensure usability and effectiveness. The application featured intuitive navigation, visually appealing layouts, and robust functionality to meet the diverse needs of marketers.
Summary
In summary, as the Senior Product Designer for the PostClick project, I led the design efforts to create a marketing platform that empowers marketers to optimize their campaigns. Through the utilization of various tools, extensive user research, and iterative design processes, we successfully developed an application that enhances brand trust, increases customer loyalty, and improves conversion rates. Awards: The project has received recognition in various industry awards for its innovative design and impact on marketing strategies. Testimonial: The client has expressed satisfaction with the application, highlighting its user-friendly interface and the positive impact it has had on their marketing efforts.
