I worked as the UX Designer and No-Code Developer for this project, planning out its content, designing the website, and deploying it using Webflow.
Results
Since the redesign's launch, Quicklink's week-over-week growth reached 12% and a B2B conversion rate of 14%.
Quicklink is an automated all-in-one business management ecosystem that propels existing and aspiring businesses to higher sales and engagement.
With the pandemic bringing social distancing and quarantine policies to the economy last year, e-commerce in the Philippines grew by at least 50% in 2020. An opportunity to help thousands of small business owners transition to e-commerce came up — despite this, we still see many businesses manually setting up stores and order forms on Instagram and Viber. After talking to some business owners, we found that complicated setups and high transaction fees prevent smaller businesses from attempting to digitalize.
Quicklink offers an e-commerce B2B solution for these small businesses — sans the difficult onboarding and high transaction fees. Small and medium enterprises can simply create an order form, accept digital payments, and have the order documentation automated — all without the need to code.
Why did we revamp the landing page?
Low conversion rates
Since the initial website's launch in February, we were only able to secure a 4% conversion rate from other businesses visiting the page.
A subtle visual rebrand
Due to inconsistencies within the web app, we implemented a subtle visual rebrand focused on the colors, typography, and general feel of the entire product to make it more modern and dynamic.
Poor content strategy and UX writing
The original website was rushed, and not much thought was put into the content and messages relayed by our copy. The value proposition of Quicklink was not clearly communicated, and the target market was not clear throughout the entire landing. We presented features, not benefits.
Our startup's new positioning
After talking to more customers and mentors, we repositioned Quicklink as a pure B2B software that enables businesses to create order forms and document their transactions. The original website was targeted towards both businesses and their consumers, which caused confusion with Quicklink's value proposition.
These issues from the previous iteration of the landing page led us to ask...
How might we create a targeted landing page that tackles the problems faced by our customers, to convince them that Quicklink is the best solution for their business operations?
Aligning the content with what customers value
Talking to customers
We wanted to create a targeted landing page that would tackle a business owner's largest and most evident problems. To do this, we gathered information from the different customer development calls we had.
Some key takeaways we got from these conversations were:
Manually inputting transaction data and confirming proof of payments took a lot of time and was a large pain for online business owners, together with the fact that they had to use multiple apps to run the business
Business owners had a difficult time finding new ways to reach new customers outside of their circles
Existing platforms that provide e-commerce solutions had either complicated onboarding, bad UX, or high transaction fees
Changes we made to the content
Highlighting what sets us apart
There are a lot of competitors out there, given the rise of e-commerce solutions. To set us apart, we decided to present ourselves as a super-app that allowed users to accomplish multiple tasks in one platform. Based on our customer development calls, business owners found existing solutions and website builders complicated to use, so we also capitalized on our quick and easy setup. We also highlighted our ecosystem more, as it was an opportunity for businesses to reach new customers they've never tapped before.
Following a problem → solution narrative
This time, our landing page told a story. We framed the narrative in a way that would show visitors the problems they face, followed by the solutions and benefits Quicklink provides for them to tackle these problems. We believed that this was an approach that would help business owners recognize the problems they face easily, compelling them to try out a solution that would solve these.
Clearer phrasing of our pricing model
We wanted to highlight the fact that it was free to create an account with Quicklink, as we followed a pay-as-you-go transaction-based model. This way, businesses won’t lose any money to costs until they actually sell, getting rid of the financial barrier brought by subscription costs.
Designing the new landing
Applying the new visual brand
We wanted our visual brand to match the dynamic and free personality our startup was going for, so we shifted away from the heavy gradients and colors and focused on a more minimalist and modern feel. This not only looked aesthetically better, but it also aided our users in focusing on content due to lessened distractions and visual load. We also put more importance to overall accessibility by keeping contrast values high and making text larger.
We also strayed away from simply placing direct mockups as visuals for the website — instead, we created more dynamic visuals and graphics to support and highlight parts of the copy. This gave more life to the landing page and gave off a better first impression for businesses and customers.
Using Webflow
Our team agreed to use Webflow to allow our engineers to focus on building the web app itself. This no-code tool allowed me to develop the website on my own, at the same time add dynamic animations that would have taken more time and effort if I had decided to code the front-end of this landing page. We were also able to connect our signup forms with Discord and Google Sheets using Zapier.
Developing the page myself immersed me in the shoes of a developer, adding further to my passion for design ops. I was able to experience the transition from Figma to development myself, giving me new insights to work with in terms of optimizing design processes for easier design-dev collaboration.
Results
Ever since the redesign was published and deployed back in April, Quicklink was able to speed up its growth with customer development and sales calls that led to our website, leading to the following results:
14% lead conversion rate
12% week-over-week growth
More than 40 early access customers
Key Takeaways
The experience was quick, but the one-month project gave me insights to bring with me:
Basing content on the customers' own words helps the copy speak to them. Our original landing page was rushed, and the content we placed was purely based on our intuition of what people wanted to see. This redesign showed me that speaking to customers and using their insights to tailor content is a huge help in writing copy that connects.
Benefits over features. Customers won't care nor bother understanding a feature presented to them — what matters most is the impact it can create and the benefits it can give. Instead of showing that we had "order form creation" and "automated documentation," we focused on "efficient management" and "less time and effort." These words matter more to the customers.
Tell a story. Don't just display unrelated sections of content. Weave sections together and make your page tell a story to keep customers attracted to the page and to the message being conveyed.
