A design refresh and simple UI tweaks increased click-throughs and conversion rates for the company.
By A/B testing I was able to help improve click-through and conversion rates.
Original designs were dated and didn't match the company's message and capabilities. Simple tweaks to layouts were made to increase user-interactions. Consistent button interactions set user expectations and helped improve overall user-experience.
Along with setting user expectations, the refresh also focused on typography, page layouts, updating graphics, and brand consistency. Design style was kept simple and conservative to appeal to a broader target audience and bring in more upscale clients.
Icons were illustrated to provide a more custom feel to these templatized layouts. Page layouts also varied depending on the service provided in order to appeal to the target audience.