Niquita Williams
UX Writer and Content Designer
This sign-up page was created to promote a demo of a data analytics tool created by dbt Labs. I wrote it using data from Mouseflow (a user experience tool) as part of an A/B test to measure conversions for the targeted user persona.
Before:
Challenge:The original writing for this demo page was broadly targeted, aiming to serve almost all of dbt Labs' wide-ranging user personas. Due to its lackluster metrics, I contemplated re-writing it, first to shorten the headline for readability, and second to tailor its benefits to the users who were the most likely to convert.Insights:My UX-centered re-write for this page targeted dbt's Manager/Lead/Mentor persona who is shopping for solutions that improves the quality of deliverables and fosters team unity.- The persona's main goals are encouraging collaboration, improving the quality of the work presented to stakeholders, and implementing more efficient systems.- Their biggest pain points are team burnout, the lack of repeatable processes, and the frustrations of stakeholders who are dissatisfied by slow production and undependable deliverables.
Implementation:I maintained dbt Labs' conversational and authentic brand voice while conveying the brand's expertise and nuanced understanding of the target persona's goals. I also increased references to the user's "team" to speak to their managerial priorities and avoided language that referenced individual users.Result:The new, targeted landing page is currently being A/B tested with Optimizely to compare user engagement and conversion. This re-write is just the first step in a continuing process of refinement to improve the performance of this page.
After:
