Onraport Software Comparison
Year: 2024
Role: Lead designer
Type: Web design, brand design
Toolkit: Figma, Adobe CC, Ontraport
Collaborators: Lee Williams (CD), Cassidy Grigg (CWE)
Created Software Comparison pages for competitor campaigns, achieving 25 trials at a $236 CPA in the first month.
Task: Ontraport’s Software Comparison pages had become outdated, reducing their effectiveness for paid search campaigns. The pages lacked clear comparisons between software options and emphasis on key features critical for decision-making.
Solution: The redesigned Software Comparison pages featured a simplified layout and concise copy, making key benefits easier to scan and improving user engagement. Transparent feature charts used intuitive visuals to build trust, while modern imagery showcased Ontraport’s interface, emphasizing usability and customer satisfaction. Guided by split testing, these data-driven design updates effectively boosted conversions from high-intent search traffic.
My contribution:
Conducted research on past split tests and competitors to identify opportunities for improvement and refine the strategy for updated designs.
Designed wireframes and high-fidelity layouts for mobile and desktop, focusing on usability, clarity, and alignment with Ontraport’s branding.
Built and implemented final designs within the Ontraport app, ensuring functionality and a seamless user experience.
Collaborated with stakeholders to align goals, refine objectives, and optimize the pages for business success.
Why a refresh?
Ontraport’s software comparison pages had become outdated, lacking clear comparisons and emphasis on key features alignment with buyer behavior and highlight Ontraport’s strengths, helping businesses compare products and make the best decision for their needs.
Design updates included:
Add visuals showcasing the app interface, allowing stakeholders to envision themselves as Ontraport users.
Simplified large sections of text into digestible content, making the information more accessible and user-friendly.
Introduced a quick-glance feature comparison chart to provide a clear, side-by-side understanding of differences between Ontraport and competitors.
Page optimization
After the redesign was complete, we began to split test and optimize the page for better conversions. Here's an example of a test for the placement of comparison chart vs. feature section which live directly under hero section.
Which resonated more with the visitor and increases conversion rate? Having the comparison chart right below the fold, won with 100% stat confidence. 1% vs 4% page CVR. Knowing this information allowed us to optimize the page and ultimately securing 25 free trials in the first month.
Enhanced the pricing section with detailed, transparent breakdowns, highlighting Ontraport’s setup costs and functionality to demonstrate its overall value compared to competitors.
Unified these updates into a cohesive redesign that significantly improved conversions while enabling ongoing optimization of the page.
