Ticket -New Landing Page

Initiative Context

Company: Ticket Edenred
Project: Ticket Portal – Self-Service Acquisition Journey
Target Audience: HR Managers (B2B)
Objective: Improve the self-service acquisition journey, increasing conversion and reducing drop-offs on the first page of the acquisition funnel.

Diagnosis and Discovery

Core Problem:

• Drop-off rate on the first page: 89% (April to September)

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Diagnostic Pillars:

• Funnel Data: Analysis of drop-off points in the conversion funnel.
• Iteration History: Need to strengthen visual identity and message clarity.
• User Research: Preference for simple and objective journeys.
• Competitive Analysis: Benchmarking of competitor differentiators.
• Marketing Analysis: Adjusting the page for paid and organic campaigns.

Relevant Insights:

• Lack of strong visual elements compromised trust.
• Preference for hybrid acquisition models.
• Lack of clear communication about platform benefits.
• Market division between stability and innovation.
• Need to capture structured data on drop-offs.

Solution Design

• New Page Architecture: Focus on clear information before the acquisition flow.
• Buyer Persona: Communication centered on HR managers.
• Customer Empowerment: Position Ticket as a strategic partner.
• Data Capture: Exit surveys and external links.
• Phased Delivery: Hero Section as the initial priority.

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Usability Testing – Revisions and Actions

Strategy and Methodology:

• 5-Second Test: Clarity in the value proposition.
• Navigation Test: Simulation of the acquisition flow.
• Visual Identification Test: Validation of images representing the persona.

Actions Taken:

• Value Proposition Review: Clarity on the target audience.
• Information Reduction: Simplification of content.
• Presentation of Ticket as a complete solution.
• Change of main image: Better representation of the persona.
• Use of red: Visual direction towards CTA.

Initial Results – One Month After Launch

Identified Metrics:

• Drop-off Reduction: From 89% to 82% on the first page.
• Improvement in Final Conversion: From 4% to 8%.
• Interaction with Alternative Links: Greater accessibility and diverse intentions.

Next Steps:

• A/B testing for CTAs.
• Implementation of exit surveys.
• Discovery for new sections.

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