CLIENT: PAYPAL
PayPal was having trouble with their mid-funnel landing pages – interoperability, trust, and conversion – in terms of engagement and bounce rates.
Why? They just weren’t optimized for mobile. 80% (interop) / 72% (trust) / 85% (conversion) of traffic came from mobile devices, but many important pieces of content appeared below the fold and required a lot of scrolling. The first fold had a generic statement but no clear value prop. No CTA in 2nd or 3rd fold. The engagement rate across the pages were low, only a few seconds on average. For example, people visiting the interoperability page stayed on for an average of 4.32 seconds with a high exit rate of 92%. Of those who did view other pages, 36% went to sign-up, 30% went to contact sales, and 23% went to the account selection page on nav.
Our job was to update the landing pages to optimize user experience (especially for mobile traffic) and improve engagement with the pages + other areas of paypal.com by reducing content, promoting key messages higher up on the page, and improving navigability with a new brand template.
Below is a side-by-side comparison of the original and updated Interoperability Landing Pages.
Original LP asset 1 (top of page)
Revised LP asset 1 (top of page)
Updated the headline to reflect the more positive message related interop assets use. “Not against them” leans negative.
Original LP asset 2
Revised LP asset 2
Original LP asset 3
Revised LP asset 3
Original LP asset 4
Revised LP asset 4