Campaign landing page redesign
EF Tours launches quarterly campaigns to promote our tours offerings with various giveaways. Previously, our team was creating scrolling landing pages with long product descriptions that weren’t being seen by users. I teamed up with our associate creative directors, copywriters, and the web team to rethink the layout and flow of the landing page. We reworked it to be a full bleed webpage with no vertical scrolling that provided relevant information as the user was guided through the form and showed the on-tour experience through a video background.
Role Designer
Team Kim Hart, Adam Schwartz, Jake Minton
Deliverables Landing page template
Where we started
Previous iterations of the campaign landing page included a form at the top of the page and details about the giveaway and traveling with EF. We saw a significant drop-off on these pages, with <2% of users scrolling past the form.
While we realize that people came to this form in order to enter a giveaway, we wanted to find a way to make important information more digestible and integrated into the form without creating drop-off during form entry.
