Product Designer
HomeSecuritySystems.net CRO
Project Description
Optimize HomeSecuritySystems.net to have a contextualized camera experience for users searching [camera] related keywords
The Data
Our media buying team compiled a list of top 10 keywords our company targets for the website's advertising campaigns on Google ads. Majority of the keywords were related to security cameras, and the current experience could be optimized to contextualize the page more.
Average daily click volume
Competitive Analysis
techhive.com
cnet.com
tomsguide.com
Competitors heavily focus on product images to drive click-outs to affiliate and partnered sites. This extra visual element helps users decide which provider they want to learn more about.
The Original Design
user searches [best security camera systems]
If a user quickly skims the page, there is not many indicators that this page is about the best home security camera systems.
Opportunities:
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Users may want to see a preview of the provider's camera offerings before choosing a provider and clicking through.
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Stronger camera-related CTA button
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Change content for each provider to be camera/video related
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Carry camera-related experience to the click-out site
New Design
Provider Cards
Old Design
New Design
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CTA changed from "View Packges" to "View Cameras"
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Indoor camera product imagery added
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Content block lists pros about provider's camera and video features
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Tags changed from generic provider information to showing the user if the provider offers indoor/outdoor/doorbell cameras, features night vision technology, 2-way audio, or any wireless capabilities.
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Included camera promotions
Comparison Page
Old Design
New Design
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The old design featured comparison content not relevant to cameras. The new version features content about the provider's camera features in a way that makes our partner look enticing.
Results
This project was a huge success! We saw conversion rate improvement across the board
Desktop
Click-out Rate: +24.4%
Web conversions: +33.1%
Tablet
Click-out Rate: +38.6%
Web conversions: +158.4%
Phone conversions: +29.8%
Mobile
Click-out Rate: +40.5%
Web conversions: +16.9%
Phone conversions: +9.2%
Overall Results: This project yielded an overall increase +35.5% clickout-rate, +13% conversions, and +25% increase in revenue per impression (RPI).