top of page
Background
Chinese video cloud product aims to sell to international clients. The Chinese team has done a global version, but it has many problems, so we need to optimize the current design.
Goal
The biggest issue is the current design has a very low conversion rate, at only 2.56%.
Problems
For this design goal, we studied the current version and found 3 major issues and directions:
1. Unclear product position
On the hero banner, there were two issues. Firstly, static images struggled to express the capabilities of video technologies. In addition, lengthy content reduced attractiveness to users.
Competitor analysis
We found 2 features from competitors. In terms of copywriting, they use quantitative data to show advantages. As for content, they often show contrasting videos to illustrate differences.
Clarify value proposition
In the new design, for PaaS users, we emphasized “One-step," while we used intuitive animations for multiple capabilities display.
2. Lack of target content
Long text and static images had limited effectiveness in conveying the message.
Deepen understanding
Real scenarios can be more likely to drive sales by 67%
Real scenarios
In the new version, we categorize different product capabilities by keywords. In terms of materials, we use real scenarios to show how they can apply these tools in their fields.
3. Make feasible decisions
We show the challenges and how we solved them through customer success stories, which can dispel doubts for customers.
Pricing plans
Additionally, we offer product pricing plans to assist clients in making decisions.
Summarize
Finally, we integrate all the steps. We attract customers by clearly defining the product value, enhancing the experience with real scenarios, offering different options to make decisions, and eventually guiding users to leave their information.
Overall results
The page conversion rate has significantly increased to 12.18%, reaching industry standards.
Project Learnings
Thanks for the team support, helping us understand overseas user habits and make designs that fit their experience better.
What's next?
Apply the redesign to other products to achieve greater consistency.
More works
bottom of page