How do you measure the effectiveness of your landing page wireframe?

Before measuring your wireframe, define the goals for your landing page. What’s its purpose? Who is the audience? What action should they take? How does it align with your marketing strategy and brand voice? Clear objectives, like boosting sign-ups, generating leads, or building trust, will guide your wireframe design.

As a lead product designer for Lowe's, my landing page objectives are to drive sales and increase customer satisfaction. Our target audience is homeowners and DIY enthusiasts who want to improve their homes' functionality and style. We want to showcase our products' features and benefits in a user-friendly and visually appealing way. The action we want our visitors to take is to make a purchase or visit a store. We align our landing page with Lowe's brand voice by using consistent messaging, imagery, and design.

An effective landing page, home page, or any initial view has really only ONE primary job. To get you to what you came for as fast as possible. So regardless of what you're measuring, a healthy homepage isn't somewhere anyone loiters. It should flow like a river, not stagnate like an isolated pool. If your plan is to keep people there, you need a new plan.

Before measuring your wireframe, define the goals for your landing page. What’s its purpose? Who is the audience? What action should they take? How does it align with your marketing strategy and brand voice? Clear objectives, like boosting sign-ups, generating leads, or building trust, will guide your wireframe design.

It is also useful to track user error rates. If the user error rate is high, your design may not be as user friendly as you thought. There may be additional user pain points that need to be addressed in order to solve for those errors, but the extra time spent on solving those can lead to a more satisfying experience for the user.

As a lead product designer for Lowe's, we choose metrics that align with our landing page objectives. For example, if our objective is to increase sales, we would use metrics such as conversion rate, average order value, and revenue per visitor. If our objective is to increase customer satisfaction, we might use metrics such as time on page, bounce rate, and Net Promoter Score (NPS). We use tools like Google Analytics and FullStory to track and analyze these metrics, which help us optimize our wireframe for better performance.

At Lowe's, we value feedback from our users and stakeholders to improve our landing page's user experience. Our UXR group uses tools like UserTesting and Maze to gather qualitative feedback on our wireframe's design, messaging, and usability. For example, we might ask users what they think of our page's layout, color scheme, and font choices. We might also ask them to complete tasks such as finding a product or adding it to their cart to see how easy it is to navigate and use the page. This feedback helps us identify areas for improvement and make data-driven decisions to enhance our landing page's performance.

At Lowe’s, our teams might test different headlines, images, calls-to-action, or layouts to see which one generates more clicks, conversions, or revenue. We also test different segments of our audience to see if our page resonates with different demographics, such as age, gender, or location. This helps us optimize our wireframe for better performance and provide the best user experience possible. Testing is an iterative process that helps us make data-driven decisions and continuously improve our landing page to meet our business goals.

We refine our landing page wireframe based on the results of our metrics, feedback, and tests at Lowe’s. We use Figma to make changes and improvements to our wireframes that align with our objectives and user needs. For example, if our tests show that a different color for the call-to-action button increases conversions, we will make that change. We also communicate our changes and the reasoning behind them to our team and stakeholders to ensure everyone is aligned and informed. Refining our wireframe is an ongoing process that helps us continuously improve our landing page's performance and provide the best user experience possible.

At Lowe's, we measure the effectiveness of our landing pages through a combination of quantitative metrics, qualitative feedback, and iterative testing. We use tools like Google Analytics and FullStory to track user behavior and engagement on different devices and sizes. We also conduct user surveys and usability testing to gather feedback and insights from our users. Our testing process involves A/B testing different versions of our landing page wireframe, optimizing for different segments of our audience, and refining our wireframe based on data-driven decisions. This approach allows us to continuously improve our landing page's performance and provide the best user experience possible across all devices and sizes.