Loadsmart
Optimizing a brand new landing page for transportation management software
B2B landing page
Role
Sr. CRO + UX Designer @ Gartner
Tools
Areas
Conversion rate optimization
Landing page design
Instapage
Illustrator
Overview
ShipperGuide™ TMS by Loadsmart is a NextGen transportation management software that focuses on streamlining freight procurement processes in a single solution. They wanted to launch a landing page in the TMS category that would surpass the current category average of 1.4%.
End result
Between the first 30 and 90 days, Loadsmart experienced a 33.3% increase in CVR. After 90 days, their newly designed landing page experienced a CVR of 4.19% and nearly tripled their spend.
Key challenges
Loadsmart’s current product page supplied an abundance of product information to inform the landing page content. While this provided a strong foundation, I wanted the final copy to be detailed, concise, and impactful to properly showcase their product value.
Another key consideration was to maintain a visual balance with their vibrant branding colors to ensure their bright blues and greens supported rather than distracted from the content. Additionally, I selected a contrasting CTA color that harmonized with their existing branding to effortlessly guide the user to the main offering.
Competitive analysis
While the main category for Loadsmart would be TMS, they were also considering uitlizing the landing page in the Logistics and Transportation categories to compare and contrast what trends were similar. I was able to find a handful of similar trends based on recent conversion data.
Key trends for Transportation, Logistics, and TMS landing pages
Long lead capture forms (more than 6 form fields)
6-8 main features with short or long descriptions
Varying types of images (stock photos, product UI screenshots, mockups)
Client logos, software site ratings, and user testimonials to boost trust
Medium to long page length
Rose Rocket landing page
CartonCloud landing page
The current product page
Loadsmart’s product page for ShipperGuide TMS is extremely long in length, has multiple CTAs, and compiles a multitude of sections that cater to too many different users. With information overload and inconsistent CTAs, users are likely to get overwhelmed and drop off.
Planning for the new landing page
Although form placement was split nearly 50/50 based on the conversion data during competitor analysis, forms at the bottom had a slight edge by 1-2%. To ensure the CVR for Loadsmart’s new landing page would outperform competitors, I focused on modifying some of the key trends to match general conversion-centered best practices.
Short lead capture form — maximum of 6 fields to keep users from dropping off
Maximum of 6 differing features and 3 benefits with concise, impactful descriptions
Client logos underneath the hero section and a user testimonial section to build trust
Single, streamlined CTA that points to the lead capture form
Product screenshots to showcase software UI and set visual expectations for users
Before laying out my initial design blocks, I set up the default brand styling on Instapage such as the fonts, colors, and CTA button style—this was fairly quick since Loadsmart has very established brand guidelines.
Once the basic styling was set, I mapped out a basic landing page structure:
Hero section with client logos underneath
3 main benefits followed by 6 main features (with short descriptions)
A middle CTA followed by a testimonial section
Lead capture form placed at the bottom with 5 form fields
I followed this up by chronologically copywriting and copyediting each section before adding design elements to enhance the overall look.
To finish off the page, I reviewed and edited the design for mobile view, ensuring the design and content was responsive and consistent across any device size.
The page passed through both an internal design and stakeholder review to gather feedback and make any changes before finalizing the page for their PPC campaign launch.
Design process
After 90 days
To start off, Loadsmart’s landing page was launched in the TMS category. After launching the page along with their PPC campaign, I monitored their traffic and conversion rates for the next 90 days so they could re-evaluate their campaign strategy.
CVR after 30 days
CVR after 90 days
3.14%
4.19%
Spend increase after 90 days
2,694.8%
Their conversion rates were 2% above the average with a CVR of 4.19% after 90 days and their campaign spend grew from $298 to $8265. With these successful conversion rates, they decided to re-evaluate their campaign strategy and begin using the page for the Transportation and Logistics categories.
