ADP Marketplace Appstore: Landing Page
ADP Marketplace Appstore is a one-stop solutions eCommerce portal featuring HR, employee productivity, and business management applications.
ADP provided significant growth targets with a focus on conversion rates and revenue goal(s) for FY17 Q2 through Q4.
Let’s take a journey and examine the UX design, conversion optimization test efforts, and overall creative process for ADP’s business landing page(s) and their Marketplace Appstore.
Category
Website, CRO, and Marketing
Role
- Lead UX Designer
- CRO Specialist
- Marketing Strategist
Brief
Business
B2B model (HR practitioners)
Audience
ADP clients and prospects
Focus
Click-through and conversion rates
Opportunity
Engagement, free trial growth
Challenges
Inbound/Outbound Marketing
- Traffic is extremely low
- Target market is a narrow segment of overall ADP customers
- Limited user data and no automated personalization efforts
CMS/Technology Architecture
- User segmentation data via cookie is limited
- User must be an ADP customer with a login to purchase
Visual Design
- Primary CTA is missing user connection, context, and interest
- App recommendations/solutions are all below the fold
- App listing/categories are vague and lack persuasion
Content Strategy
- Video is hurting click-through rates
- Generic links to the appstore are contributing to drop-off rates
- Copy is missing emphasis on user benefits
- No social proof
Goals
- Primary KPI of 50 Free Trial registrations per month – represents a 108% growth target
- Double click through rate to 22%
- Double Free Trial conversion to 32%
You need lofty goals. Then cement it with a great work ethic. ~ Jerry West
Strategy
- Symptoms-based personalization driven by users needs aligned with industry expertise
- Dedicated page to help drive traffic to app store and increase user engagement with a fluid and responsive design foundation
- Reduce friction and remedy pain points combining a more seamless lead generation with gamification principles
Research
Current Flow + Moodboards
- Created Axure Share file to distribute with client and stakeholders
- Mapped out current user journey
- Developed some initial desktop and mobile moodboards
Information Design
Wireframe Prototype
- Expanded Axure Share file to distribute with client and stakeholders
- Prototyped clickable wireframe plus some interaction design principles for added effect
- Designed 4 step tool with gated lead gen form and personalized insights section
Visual Design
High Fidelity Prototype
- Expanded Axure Share file to distribute with client and stakeholders
- Prototyped high fidelity experience with ADP branded design
- Design includes a sticky header and a persistent CTA footer for app recommendations
Responsive Mockups
Additional Projects
ADP Marketplace Appstore: Free Trial
- Created weekly test ideas and design iterations for ADP Marketplace Appstore project leveraging CRO and A/B Testing
- Design and conversion optimization focused on above the fold content leveraging high traffic products
ADP Marketplace Appstore: Page Radicals
- Created weekly test ideas and design iterations for ADP Marketplace Appstore – App Page Radicals project leveraging CRO and A/B Testing
- Design and conversion optimization focused on above the fold content leveraging high traffic products
ADP Marketplace Appstore: Chatbot Platform
- Researched Drift – an artificial conversational technology and marketing platform to assist with automating qualified lead generation process
- Mapped out current user/platform journey leveraging some of the logic used on ADP Engagement Meter
- Developed fixed logic best case scenario prototype engagement
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
