Landing Pages

At Constant Contact, the name of the game was optimizing landing pages for peak performance. I worked on several high-impact landers, including the Brand landing page (the first stop for many searching “Constant Contact”), and our bread and butter, the Email Marketing landing page. Each one had a clear goal: capture attention fast, build trust, and convert.

Brand Lander

What’s a brand lander, you ask? It’s the page users land on when they search for a brand name—in this case, “Constant Contact.” At the time, brand search traffic was being sent directly to the homepage.

Our hypothesis was that directing this traffic to a dedicated landing page with focused, high-intent messaging would increase conversions. We based our new direction on a competitive analysis of direct competitors, identifying key content and structural elements that were driving stronger performance elsewhere.

To validate the concept, we launched a 50/50 A/B test against the existing homepage to measure impact on visitor-to-trial performance.

Earlier explorations:

The result

We landed on a clean, concise page that performed. It opened with a clever headline—“Marketing that just clicks”—paired with a hero image that clearly showed the product’s ease of use. To reduce scroll depth, we elevated key offerings that hinted above the fold to highlight customer benefits right away. An animated carousel showcased integrated apps, followed by reassuring support content, social proof, and a clear CTA to drive trials. After testing and optimization, the new page delivered a 35.04% lift in visitor-to-trial conversion.

Email Marketing Lander Update

For the Email Marketing landing page, we designed with two distinct audiences in mind: traditional paid search and paid social. Our hypothesis was that paid social would reach a younger demographic, so we explored trending aesthetics, like amber gradients using our brand colors, to better resonate with that audience. In the end, we leaned toward a more traditional approach, aligning more closely with the expectations of our paid search audience. In the end we had two similar but different approaches to paid search and paid social for the lander. The exploration was a journey and a fun one.