Fusion Search Landing Pages
Tailoring webpages regarding different users and their painpoints
Timeline
Jun. 2023 - Dec. 2023
(6 month)
Company
Autodesk
My role
Visual & UX designer
Team
1 Marketing Analyst
2 Technial Manager
1 User Researcher
1 Visual & UX Designer
The Problem
We at Autodesk Fusion Marketing team needs to better target our diverse users —designers, engineers, and machinists etc.
—by delivering content that meets each group's specific needs.
Lack of Targeted Content
📝
The current product page is generic and doesn't fully address the unique needs and challenges of different roles. Users may struggle to see how Fusion can benefit their particular workflow.
Missed Conversion Opportunities
🎯
The absence of personalized content risks losing potential users who don't feel that the tool is designed to meet their specific needs, reducing trial sign-ups and conversions.
Aurodesk Fusion is a one combined design and manufacturing tool used by various professionals, including designers, engineers, and machinists to design and make.
HMW
How might we create tailored search landing pages that address the specific pain points of different user groups to optimizing for higher conversion rates?
The Collaboration
To move things forward, collaboration needs to happen between the marketing, user research, and design teams to understand users, define business needs, and create effective landing pages.
Us as design team, in particular, will play a crucial role in connecting the dots between user insights and marketing objectives.
The Search Landing Pages
For each web pages, we arrange content in a way that prioritizes user needs, placing the most relevant information. We use visuals, diagrams, and videos, to enhance understanding and engagement.
Check out below links to view the landing pages:
Impact
30% Boost in Trial Sign-Ups
Our strategic search landing pages effectively converted specidic audiences into potential customers, leading to a 30% increase in trial sign-ups and helping Autodesk Fusion secure the #3 ranking on the Autodesk Store for FY23-FY24.
12.4% Increase in Website Traffic
By collaborating with marketing analysts and conducting A/B testing, our targeted visual design changes across 10+ landing pages resulted in a significant 12.4% increase in website traffic, driving more potential users to engage with Autodesk Fusion.
What's Next
Continue Monitoring and Optimization
The work didn’t stop at launch. We set up analytics to monitor user behavior on the landing pages, keeping a close eye on engagement and conversion rates. We continuously refined content to ensure that our landing pages continued to meet user needs and drive business results long.
Test and Refine Content
We conducted usability tests with representatives from each division to ensure the content was clear and compelling. We also ran A/B tests to find the most effective variations.
For the 6 landing pages, we conducted around 10 usability testing and 6 A/B tests in total.
Diving into the user research
Working closely with the user research team,
we developed user persona cards for 3 key divisions of target audiences:
These personas provide valuable insights into the unique needs, behaviors, and pain points of each division, guiding our approach to creating targeted solutions."
Define Content Themes and Messaging
Base on our analysis on insights and defined painpoints,
we developed unique messaging that resonates with
each persona’s goals and challenges.
