About
Challenge
Solution
To mitigate risk, OuterBox recommended a split test to inform the redesign with data. The test’s goal was to find the UX layout that enhanced user progression from the homepage to product pages. The variation focused on improving the visual hierarchy, streamlining content, and better showcasing products.
2%
Increase in Product Page Progression Rate
1.53%
Increase in ‘Get Appointed’ Progression Rate
5.22%
Increase in Hero Agent Login Click rate
Results
The variation saw more user progressions than the control version for every product page category. Overall, the tests saw a 2% lift in progression compared to the original page. Clicks in the hero image, navigation, and login areas also saw increased engagement. These increases led to more quality leads as prospects could more easily find the solution that’s right for them.
Control UX design
Variant or Test UX design
UX That’s Fully Covered
The design differences went beyond aesthetics—the goal was to guide users to the right product. Key changes in the variant’s UX included:
- A refreshed hero section with updated visuals that focused more on content than stock imagery and a clear CTA
- A new “Our Products” section featuring clickable product cards
- Repositioned and restyled value propositions
- Added client testimonials to build trust
The redesign also introduced a restyled video section and updated footer to improve clarity and engagement.
Claiming Better Results with UX Testing
The test segment included 100% of visitors, serving them either the original (control) page or a restyled homepage (variant or test) that highlighted products and customer testimonials. OuterBox then tracked the user progression to product pages to measure effectiveness.
This split test lasted four weeks and was available across all devices. With a sample of nearly 1500 visits, the team reviewed data between the pages to verify which design drove more users to the product pages. The new UX proved itself, gaining an edge over product page progressions in all UX elements, including navigation, hero, and login areas.
A Policy for Better Performance
Driving traffic is important—but converting that traffic is what ensures a return on investment. With CRO, every step users take toward your product pages strengthens lead generation and long-term growth.
By updating the homepage with a strategic redesign—improving the hero section, refining information flow, and strengthening calls to action—we didn’t just boost UX. We built a homepage using solid data for conversion insurance.
