Utilizing the most visited surface area to promote customer awareness

Increase ROI and help customers find new and relevant offerings

Overview

One of the most trafficked pages on our website is our Login page. Currently, we don’t take advantage of its consistent page views to make our customers aware of new content offerings and updates. We should be using the page to create opportunities to merchandise and promote existing and new content offerings and thereby creating new pipeline opportunities for the business.

Goal

Use a highly-trafficked (approximately 1M monthly sessions) website surface area to:

boost customer awareness of our content offerings
increase ROI of our content
help customers find new and relevant offerings

Why does this matter? We've created something out of nothing. Saw an opportunity and took initiative. True growth. We're looking at 600 to 1k leads generated per year from existing users in a year. These are people that can expand, champion, and drive the business higher.

Working with a web strategist and two web engineers, we iterated through a few versions until landing on this new layout, similar to our brand of encapsulated containers.

Before

The login page hasn't been touched in a couple of years. This is using our old design system (font, colors) and featuring an outdated product UI screenshot.