The problem: We wanted to do a comprehensive redesign of the TrueCar homepage. Our goals were to educate and empower customers to find the information they need and the cars they want to buy — and, through those successes, to increase conversion.
The solution: I worked with the marketing team, project managers, and UX designers for this comprehensive homepage redesign. We aimed to:
Educate customers to be higher-quality leads
Empower customers to choose their shopping path depending on their needs
Learn what tools most resonate with consumers
Entice more registration and personalization opportunities
I used the Suzy user testing platform to test headline and subhead copy for each section. I split each test into two, first testing two headlines against each other, and then testing two subheads against each other. I asked testers which headline and subhead would make them more likely to move ahead with the task at hand. Because this was a collaboration, test results were sometimes overridden by group preference. We also worked to optimize the page for SEO.
The results: Our redesign boosted customer use of the following sections:
Recent Activity: +5.2%
Global Nav Usage: +3.23%
Search Bar: +2.64%
4-Pack Module: +2.42%
A detailed view of our value props.