Role: UX Designer | Timeline: 2 weeks |  Platform: Landing Page

 
 

ABOUT THE CLIENT:

DLT, a Washington DC based technology solutions company. Committed to helping the public sector make smart technology choices and simplify their technology procurements, we ensure our customers have the best options for Big Data, Analytics and Data Science, Cybersecurity, Cloud, Application Lifecycle, Digital Design, IT Consolidation and IT Management solutions.

Challenge: DLT needed a landing page to push their public sector clients (both current and future) to request quotes to sign up with their procurement services before the 2017 Federal Fiscal Year-End deadline.

Solution: Designing and rebranding a landing page in line with DLT's current branding and mission. A page calculated to inform clients of DLT's offerings while driving new business into their pipeline while highlighting the urgency on a tight timeline. A site created to easily allow users to fill out a form with their information and receive quotes for their IT business needs. 

Product: A new landing page promoting 2017 Federal Fiscal Year End for DLT.

DESIGN PROCESS

example of DLT's past FFYE Landing Page (Sept. 2016)

RESEARCH AND DEVELOPMENT

I used data from user feedback on previous landing pages and ongoing marketing campaigns  to calculate a strategic move on the project at hand. Using quantitative data on email clicks and website hotspots we determined that the most important feature clients wanted was the form itself. 

COMPETITIVE ANALYSIS

Different competitors were included in a detailed competitive analysis including but not limited to: Immexgroup, Computer World Services Group, Unicom Government, K.L Security Enterprises, and more. Although some showed a similar approach to our targeted audience, DLT had the upper-hand with customer service. We decided to strongly feature our live chat option within the landing page, allowing customers to reach out and stay connected to someone 24 hours a day for expert advice and help. 

MUST-HAVE FEATURES:

  • user form 
  • clear display of DLT's services
  • integrating DLT's 2017 FFYE theme and messaging
  • highlighting DLT's updated list of top contacts & products
  • focusing on public sector audiences
  • live chat feature
  • links redirecting DLT's primary homepage
  • DLT contact infomation
  • promoting DLT's Social Network platforms
  • proper use of current branding guidelines
  • focus on September 30 deadline

BRANDING

DLT's 2017 FederaL Fiscal Year-End theme was "Make IT Procurement Easy Again." Thus targeting the public sector audience with a connection to the recent election from the previous year. DLT did not take a political stance with this messaging, but simply played on the political momentum in the atmosphere. 

Using DLT's messaging and color branding, I designed imagery reflecting the public sector audience. 

LANDING PAGE KEY COMPONENTS

  • The design also includes a giant countdown clock to emphasize the crucial deadline laid out by our government. Programmed to drive a sense of urgency to the user
  • Form field was featured above the fold. We know our audience and recognize that the most important thing on the page should be the most prominently showcased and accessible.
  • Floating Live Chat Icon follows the user as they scroll through the page allowing easy access to 24-hour help.
  • Social Networking links within the footer, driving customers to engage with DLT across platforms.
 

RESULTS:

This newly branded Landing Page allowed DLT to grow the overall database by 87,000 contacts.

Web stats increased YoY from # of users up 13% (current known visitors), # net new users up 14%, # page view up 14%, and # sessions (time on site increased an average of 14%.  Only decrease was in bounce rate –  8%  of visitors leave site if they don’t see what they are looking for.