CASE STUDY - Lattice Strategies Landing Page UX & visual Design
What problem we were trying to solve?
Marketing materials & website properties did not use the same narrative employed by sales reps: they were heavily product focused. When target advisors heard the Lattice story, they understood the Unique Selling Proposition and were more likely to take a call from Lattice sales reps.
Based on traffic data there was a miscorrelation between market activity and site visits. Marketing materials were sending potential customers to the wrong URL and organic traffic was being directed to an older property. The majority of traffic went to www.latticestrategies.com and we wanted to move that traffic to www.latticeetfs.com.
What we proposed
Create an umbrella landing page that would capture and direct the right user to the right information. Our focus was to promote new products, but we wanted to make sure there was still access to older products. Lastly, update the brand narrative to closer match the message reps were using.
What methods did we use?
A discovery process that included an informal heuristic evaluation, documenting both existing sites with site maps, evaluating all traffic data on Google analytics, and analyzing existing SEO data.
WHAT WE LEARNED
There was a fundamental usability problem with the global navigation that both sites shared, causing conflicting traffic data, high bounce rates & very little time on site. This was probably the root cause of the traffic problems and not what we defined as the Original Problem.
THE NAVIGATION PROBLEM
Clickable wireframes were used to capture and communicate what we discovered. The scope was re-adjusted to accommodate findings. A very simple navigation was proposed to split the audience for ETFs vs. Strategies. A few different layouts were provided to help decide on the proper real estate given to the different set of products.
final visual design and ux
The final solution for the navigation: one click away to each product set. Remove all duplicate pages and create a single visual design language, thus combining both sites.
The landing page design, or new home page design, has more information, but a lighter feel, with easier to navigate hero space and a secondary feature area. The newer product set has primary focus, while still having access to the legacy products.