How to get results from a redesigned account creation page
FedEx account signup overhaul
Tactics
- 3 web pages for user testing
- 3 web page versions for deployment
- 6 updated referring pages
Results
- 130.25% increase in visitors clicking to open an account
Situation
FedEx receives 4.8 million visitors a year to its open-account landing page, but only 32% of visitors were actually entering the workflow to sign up.* By giving visitors two equally weighted options — “sign up for an account” or “proceed as a guest” — the page wasn’t encouraging signups. And it didn’t emphasize the considerable benefits of having an account. (That was an issue on the referring pages as well … where there were referring pages. There were many missed opportunities in the linking strategy, too.) With a goal of increasing their conversion rate, they wanted to redesign the landing page and improve the way they were funneling traffic from other pages.
*During the control window
Counterpart provided:
- Benchmarking
- User experience design
- Website linking strategy
- Test planning
- Creative direction
- Writing
- Design
- Project management
Message strategy for redesigning your account creation page
How can you see similar success? With techniques like these:
Need to up your account signups? Want to rethink your linking strategy?
Way to go Counterpart!! Very happy to see these amazing results. You guys are the absolute best!!! Thank you for being such wonderful partners and taking care of everything while I’ve been away. It feels so good to know that there is no last-minute scramble, especially on a project as visible as this.
Darbi P.Marketing
Darbi P.Marketing
