Aaron Neilson-Belman

UX & Brand Consultant

RGD Certified - Association of Registered Graphic Designers
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case study

Optimizing a Landing Page for a US Pharmaceutical Data Integration and Analytics Provider

*Due to contractual obligations, I am unable to share proprietary documentation, sketches, diagrams, or other assets developed during this project. 

The Challenge

The client, a US-based pharmaceutical data integration and analytics provider, faced challenges with the performance of a key landing page. Despite offering a valuable service, the page struggled with low conversion rates, poor user engagement, and slow load times. They sought a comprehensive solution to enhance the user experience, increase engagement, and drive conversions.

My Role

As the Senior UX & Brand Strategy Lead, I spearheaded this project, leveraging my expertise in UX design, data analysis, and conversion rate optimization (CRO). My goal was to deliver a high-performing landing page that met user needs while achieving measurable business outcomes.

How I Helped

  • Discovery & Requirements Gathering

    • Conducted in-depth stakeholder interviews to align on objectives and priorities.
    • Identified key performance indicators (KPIs) for the project.

  • Data-Driven Analysis

    • Analyzed Google Analytics and Hotjar data to identify user behavior patterns and areas for improvement.
    • Conducted competitor research to benchmark best practices and identify gaps.
    • Performed user research to understand the target audience’s pain points and motivations.

  • UX & CRO Audit

    • Conducted a heuristic evaluation of the landing page, focusing on usability, accessibility, and engagement.
    • Delivered actionable recommendations to address friction points and optimize the conversion funnel.

  • Redesign & Implementation

    • Re-designed the landing page based on insights from the research and audit.
    • Focused on simplifying the user journey, improving visual hierarchy, and enhancing content clarity.
    • Implemented revisions in WordPress, ensuring all changes aligned with best practices for accessibility and SEO.

  • Performance Enhancements

    • Optimized page load times and boosted the page speed score by implementing technical fixes.
    • Incorporated accessibility improvements to ensure a seamless experience for all users.

Impact & Results

The optimized landing page achieved outstanding results:

  • 313% Increase in Click Rate
    Users were more engaged and motivated to take action.

  • 129% Increase in Average User Engagement Time
     Improved content and layout encouraged users to stay longer.

  • 104% Increase in Video Completions
     Enhanced design and load times made video content more accessible and engaging.

  • 11% Boost in Page Speed Score
     Faster load times reduced bounce rates and improved user satisfaction.

  • 12-Second Reduction in Load Time
    Significant improvement in speed for a smoother user experience.

  • Enhanced Accessibility
    The updated design ensured compliance with accessibility standards, making the page more inclusive.

Before

After

Added CTA button above the fold to prime users and capture potential conversions early on.

Broke a single large paragraph into a heading, subheading and two short paragraphs, making it easier to quickly scan and digest the section.

Added blue background to CTA and moved it above the following section to create a clear divide between several 2-column sections while also increasing the visibility of the CTA. 

Replaced carousel images that had embedded text, with images and text overlayed dynamically to enhance accessibility, responsiveness and SEO. 

Increased and made uniform the vertical padding between sections providing more breathing room allowing users to focus on one section at a time. 

Replaced image that had embedded text with html/css generated text to enhance accessibility, responsiveness and SEO. 

Replaced carousel images that had embedded text, with images and text overlayed dynamically to enhance accessibility, responsiveness and SEO. 

Increased and made uniform the vertical padding between sections providing more breathing room allowing users to focus on one section at a time. 

Replaced single image that had embedded text with dynamic elements, to enhance accessibility, responsiveness and SEO. Animations were applied to draw attention to the figures. 

Added a demo request form on the page to prompt users and simplify the path to conversions. 

Reflection

This project demonstrated the power of data-driven design and the impact of thoughtful UX and CRO strategies. By addressing both technical and user experience challenges, I was able to deliver a solution that not only met the client’s goals but exceeded expectations.

The Dream Team
Giving Credit
Where Credit
Is Due.

  • Senior UX & Brand Strategy Lead: Aaron Neilson-Belman
  • Content Marketing Strategist: Caroline Maselli
  • Project Manager: Sara Payne

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What is an RGD?

The Association of Registered Graphic Designers (RGD) is Canada’s largest professional association for graphic designers. The association’s membership of more than 4,000 people includes firm owners, freelancers, managers, in-house designers, educators and students.

The RGD and Registered Graphic Designer designations are signals of quality and competence to the profession, public and government.

Successful candidates have met a rigorous set of standards that includes documented levels of relevant, professional education and experience as well as competence in the areas of business, design principles, research and ethics demonstrated through the successful completion of RGD’s certification process.

Why work with an RGD?

I am a qualified, experienced professional.
Registered Graphic Designers have successfully completed RGD’s Certification Process and have demonstrated their knowledge and abilities as professional graphic designers.

I am a problem-solver.
Registered Graphic Designers have the knowledge, experience and skills to assess and address a variety of challenges. They provide strategies and solutions that help companies, organizations and entrepreneurs to further their goals and objectives.

I am accountable.
 Registered Graphic Designers engage with clients in professional, contractual agreements. They fulfill their commitments responsibly and work to the best of their ability to match or exceed expected project outcomes.

I am ethical.
 Registered Graphic Designers are subject to and governed by the Association’s Rules of Professional Conduct. These rules serve as their guide for an ethical, professional graphic design practice, and details their responsibilities to clients, the profession, the government and the community.

I stay informed of developments and trends.
 Registered Graphic Designers stay current by augmenting their knowledge – including new information on accessibility, consumer trends, demographics, research methods, production processes, advanced digital technologies and efficiencies. With this growing foundation, they constantly integrate best practices and tools into their work.

I am passionate about design.
Registered Graphic Designers understand that a strong and unified voice advances the practice of graphic design. They are committed professional members of the Association, and raise awareness of the important role and value that design brings to business, society and culture.

I can connect you with reliable industry suppliers.
Registered Graphic Designers access a network of suppliers, services and allied professions. They can assemble a team to execute simple or complex projects including illustrators and photographers, writers and translators, printers and product manufacturers, developers and social media strategists, to name a few.

Why ask for an RGD?
Untrained, unskilled individuals may offer “design services” but their lack of up-to-date knowledge, professional experience and ethical accountability could put your deadlines, budgets, project outcomes and reputation at risk.

How to choose a designer?
Before hiring any designer, review their experience and work samples, request and contact references and meet with candidates to discuss your project. Designers need to understand your strategic objectives and the goals of your project to determine the costs involved. Use the information provided by all candidates to choose a designer who is capable of meeting your needs. For greater assurance, choose an RGD.

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