Bluebeam
Project Rover Product Landing Page
Overview
For the launch of Project Rover, a new cross-platform application for the construction and engineering industry, we developed a landing page to introduce the product to both new and existing customers. Project Rover had previously been in beta testing with a limited group of users, and was now ready for public release. The landing page was designed to drive traffic and generate interest in the product.
My Role
I was responsible for overseeing the design, user experience, and testing of the landing page for Project Rover. I collaborated with various teams, including product managers, developers, copywriters, motion designers, and project managers, to ensure that the project goals were met effectively. I played a key role in leading the development of the landing page.
Applied Skills
Tools/Resources
Process
Goals
The primary goal of the landing page for Project Rover was to promote the product and encourage both new and existing customers to try it out. To achieve this, the page featured simple and concise copy that highlighted the value of the product and addressed the specific needs of customers in the construction and engineering industry. The page focused on promoting the user-friendly interface, data sharing capabilities, and project insights offered by Project Rover as key selling points.
The Challenge
One of the main challenges of this project was that the marketing design team was brought on mid-way through the process, so we had to quickly understand the customer journey and identify any potential roadblocks that might prevent users from starting a free trial or accessing the full features of Project Rover. Customers could reach the landing page through three different channels: organic search, the Bluebeam website, or an entitlement campaign.
Results
The Project Rover landing page was a success, achieving strong results in the first month including ~1,100 page views, an 8% click-through rate, and an 11% conversion rate. Following the initial launch, we continued to optimize the page through design iterations and A/B testing, using data and user feedback to make ongoing improvements and drive even more success. These efforts effectively introduced the product to potential customers and encouraged them to try Project Rover, resulting in a successful product launch.