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We rebuilt the landing page around a clear value proposition, aligning new functionality to user pain points and reinforcing each section with social proof—driving an ~2x conversion lift
I analyzed the previous version of the page in Microsoft Clarity using scroll maps, click maps, and session replays to understand how users interact with the existing design and what captures their attention throughout the scroll. Based on these insights, I formed recommendations to improve the page structure, navigation, and presentation of key sections
In parallel, I benchmarked B2B SaaS LMS competitors block-by-block
I analyzed competitor B2B SaaS pages and identified effective patterns: a step-by-step structure, clean design, and a clear emphasis on the product’s value
Moodboard and defined hypotheses
AIDA-driven structure: designed the page around the AIDA model to systematically move users through the funnel: Attention (clear hero + core promise), Interest (benefit-led blocks and key capabilities), Desire (customer outcomes, testimonials, and proof points), and Action (repeated, well-timed CTAs)
After we aligned on the selected hypotheses, I quickly drafted a prototype, synced the team on the direction, and then moved into designing the final demo request page
Prototype
The new homepage communicates AcademyOcean’s value proposition more clearly and reflects the platform’s latest capabilities.
Conversion increased by approximately 2x after the redesign (measured via product analytics).
Engagement signals improved (scroll depth, CTA interaction, and overall clarity), and we continued monitoring performance to validate long-term impact.
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