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Benchmark equipment web rehaul
Client
Benchmark CA
Year
2025
Areas
Landing & Product page design, Conversion Rate Optimization
Intro
The client aims to redesign the landing and product pages to enhance conversion rates and align the website’s visuals with the latest design trends.
I analyzed competitors and the latest design trends, reorganized the page content and visual hierarchy, and updated the visual language.
Landing Page Redesign - Part 1
1. Adopted a more streamlined layout with a branded video background for better immersion in the hero section.
2. Excess text has been replaced with an infographic to convey key value propositions concisely.
3. Best sellers are highlighted with a slider for quick browsing.
4. Services and products were moved forward, and category tabs were added for easy navigation.
Landing Page Redesign - Part 2
5. Introduced industry-specific use cases to build trust and help customers find relevant products quickly.
6. structured the service process into clear steps, integrating YouTube training videos and a learning platform at each stage to provide seamless support and reinforce trust.
Product Page Redesign - Part 1
1. Added breadcrumbs to improve navigation and help users track their location
2. Categorized product descriptions into four sections: Description, Reviews, Specifications, and Additional Info, reducing information overload and improving readability.
3. Reorganized product descriptions by lowering the header hierarchy for function explanations and introducing a video slider to enhance page clarity.
Product Page Redesign - Part 2
4. Transformed the lengthy quote form into a streamlined pop-up with a four-step process, making it more concise and user-friendly, ultimately improving conversion rates.
