PROJECT
GoToMeeting
Creative Strategy / UX / UI
Overview
This project for GoToMeeting involved two critical phases aimed at optimizing the homepage for distinct buyer needs and enhancing user conversion through personalization. The initial phase focused on IT buyers, modernizing the design to highlight essential product benefits and optimize the decision-making journey. In the second phase, personalized experiences were introduced for first-time visitors, returning users, and paid customers, providing each segment with tailored content to enhance engagement and streamline the path to conversion.
Challenge
Phase 1: Homepage Redesign for the IT Buyer
The primary challenge in this phase was to create a homepage that effectively engaged IT buyers, who have distinct priorities and requirements when assessing teleconferencing tools. The design needed to balance a modern, appealing aesthetic with a clear presentation of GoToMeeting’s features and benefits, structured to support IT decision-making. This required rethinking the visual design, enhancing product visibility, and streamlining the user journey to drive conversions—all while ensuring the homepage remained intuitive and relevant to this targeted audience.
Result
The GoToMeeting homepage redesign resonated with IT buyers and delivered impressive conversion results. By addressing the unique priorities of IT decision-makers with a streamlined, visually compelling layout, the redesigned homepage achieved a 51% increase in trial sign-ups. Through a rigorous 50/50 A/B test with U.S. desktop visitors, we validated the success of this approach, demonstrating how a targeted, user-centered design can significantly elevate engagement and drive meaningful business growth. This phase set a strong foundation for future personalization efforts, proving the value of a tailored experience that aligns with key buyer needs.
Challenge
Phase 2: Personalized Homepage Experience
The challenge in Phase 2 was to expand beyond the IT buyer focus and create a homepage that dynamically addressed the needs of GoToMeeting’s diverse user segments. This involved developing a personalized experience for three key audiences: first-time visitors, returning users, and paid customers. Each group required tailored content and calls to action to deepen engagement and support progression in the sales funnel—from encouraging trial sign-ups for new visitors to promoting product discovery for existing customers. Balancing these varied goals while maintaining a cohesive and intuitive homepage experience required a nuanced approach to both design and content strategy, ensuring that every visitor felt personally guided through a relevant and compelling journey.
Result
The personalized homepage experience proved highly effective in meeting the distinct needs of each user segment. By tailoring content for first-time visitors, returning users, and paid customers, we created an engaging, relevant experience that significantly boosted conversions. A 50/50 A/B test revealed that 42% of trial users who experienced the personalized homepage converted to an annual plan, compared to just 28% in the control group. This strong uplift highlighted the impact of personalization in driving deeper engagement, showcasing GoToMeeting’s ability to connect with a diverse audience and optimize each step of the customer journey.
Let’s Work Together.
With a highly collaborative approach and a passion for creating exceptional user experiences, I'm here to bring your vision to life.