ADP Engagement Meter: Gated Lead Gen
ADP’s Engagement Meter serves as a personalization tool connecting businesses to app solutions while leveraging big data insight into employee satisfaction.
Created test ideas and design iterations for next phase of ADP Engagement Meter project leveraging CRO and A/B Testing
Let’s take a journey and examine the UX, creative, and optimization process for ADP’s Engagement Meter.
Category
Website
Role
- Lead UX Designer
- POC/Prototype Engineer
- CRO Specialist
- Marketing Strategist
Brief
Business
B2B model (HR practitioners)
Audience
ADP clients and prospects
Focus
Increase lead gen conversions
Opportunity
Qualified leads and lead nurture
Challenges
Inbound Marketing: Lead Generation
- Form is below the fold
- Lead gen conversion is low
- Total traffic volume is sparse
- Data collection is cumbersome
- CRM integration is disconnected
Goals
- Increase click through rate by 25%
- Increase qualified lead generation by 50%
Insanity: doing the same thing over and over again and expecting different results. ~ Albert Einstein
Strategy
- Symptoms-based personalization driven by users needs aligned with industry expertise
- Establish UX-CRO process to hypothesis, create, analyze, and learn for optimal and measured performance
- Implement modal-style form engagement to increase lead generation
Responsive Showcase + Benefits Copy
Gated Lead Gen: Version 1
- Created Axure Share file to distribute with client and stakeholders
- Designed and prototyped initial desktop experience for gated lead gen (Version 1)
Personalized Data + Employee Insights
Gated Lead Gen: Version 2
- Created Axure Share file to distribute with client and stakeholders
- Designed and prototyped initial desktop experience for gated lead gen (Version 2)
Responsive Mockups
Additional Projects
ADP Engagement Meter: Website Redesign
- Architected a more intuitive and user-driven experience leveraging symptoms-based personalization focused on users needs aligned with industry expertise
CRO Project & A/B Testing: App Promo
- Created test ideas and design iterations for next phase of ADP Engagement Meter project leveraging CRO and A/B Testing
- Design includes app promo (recommendations) and personalized insights within an off-screen slide menu
Banner Ad Creatives: Grow & Hire
- Designed banner ad creatives to increase inbound marketing traffic and conversions alongside continued efforts in CRO and A/B Testing
- Areas of focus include employee growth and business tools to assist in hiring
Digital Marketing Strategy: Email, Landing Page, and Targeted Lead Nurture
- Developed creatives and prototype to enhance digital marketing strategy focused on increasing inbound marketing traffic and qualified lead generation
- Areas of focus include smart and personalized email, landing page optimization, and targeted lead nurture
