Which Design Converted Best?

Key Takeaways

previously on flux we've had our students we've challenged them to redesign this website this is a company that writes resume for you they have submitted all of their redesign we've picked five of them and then we've a b tested these designs against each other to see which one will convert the best and in this video we're going to break down announce the winners and actually show you what the clients think about the redesign let's rock and roll [Music] what is up designer friends my name is ron segal welcome back to flux so a couple of actually months ago we've had our challenge for our students to redesign this website of a resume writing company the owner of the company reached out to us um they've asked us if we want to challenge our students and uh ab tasks some new designs for the website and the winner will get 1 000 as a prize and so we've challenged our students and they came up with really really nice design i'm gonna link to this video here where i covered a lot of them and announced which are the five top ones i've explained why i like these redesigns let's really quickly or review these five designs that i've picked to a b test against one another so the first one was i'm just going to show you the hero area of the website for them this one was the redesigned by bass this was the redesigned by matthias this was the redesigned by juhi this was the redesigned by celine and this was the redesigned by dang now they've all went ahead built out the full homepage built it on webflow and the client actually went ahead and a b tested on their website then they've sent us the results and let me get right into it and share the results with you so here in this table you can actually see they've put this website on all different pages and they've sent traffic to this and here you can actually see the numbers of conversions so what you can see here is the site that got most of the traffic was celine's website which had most conversions and had a conversion rate of 4.8 which was one of the top and that's why it got most of the traffic although mathias website also actually had in terms of percentage it got less traffic but in terms of percentage was actually higher conversions and so and the rest of them were you see a little bit around three percent so lower than that and so after a while this run for i think like over a month of time when they were up and so when the client saw that some of them are getting less conversions they just dropped them and saw over the long term which would be the winner and they have actually concluded that for them both selene website and mathias website so let me just go back here this is mathias redesign and this is celine's redesign they have actually converted best now steve the owner of top stack resume actually went ahead and first of all they're both winning they're both gonna get a thousand dollar for the redesign so congrats well done friends and um he actually took the time to record a video breakdown of his thoughts and how they at the company are looking at this redesign i want to share this perspective with you because i think it's so i mean it's so great that he took the time to shoot this video because it actually gives you the perspective into how the clients are reviewing your designs what they actually care about and i think you'll learn a lot about hearing the client's perspective on these redesigns so let's take a few minutes to listen to steve and then we'll wrap it up hello my name is steve markham i'm the founder of topstack and i wanted to give my feedback on the two website competition design winners just what i thought of the designs when they came in what i liked about them what i was concerned about when i saw them and you know hopefully some of this is is interesting the the one caveat that i do have is that we structured this competition intentionally to put more emphasis on what our clients thought about it right we wanted to look at what website would convert the most number of people that came to and saw it because ultimately i think that there's my subjective opinion on it which which can be valuable but um it's much more reliable to say see a thousand people come to the site and to see what actions they took as a result and was the content persuasive was it was it um you know put in a way where you know somebody was had enough trust in our company to then place an order and and i think that that is when i think about design as the as an owner and i think about you know redesigning a site or or you know formatting different landing pages putting things together like that you know i think about you know the ultimate objective is not just have a design that looks good um i mean it's great to be the owner of a site that looks good but what i really want is something that's useful and and and what i'm going for is when new people come to our site you know i want to build a certain amount of trust i want them to see a certain amount of authenticity so that so that they come to our site and they pick us right because they can pick any resume writing company but i bet i want them to pick us and i want and i think design plays a really important role in that um so uh you know with i guess that cabin had long caveat this is what i thought of the designs first i'm looking at salines and uh the you know first thing i noticed is that there's more of a contrast with the color scheme uh there's a darker blue behind everything and that really makes that orange color pop out um i thought that was interesting i like that uh the the the i'd say what i liked more um than the specific color scheme was the decision to um elevate an image of a real person that it's me in this case but i think that um it's really helpful to see some level of authenticity with a website um and to see that there's an actual person here not not like just a stock photo i would love to have the website just have our actual like employees and writers and just take out all stock photos all together just to give it more of an authentic feel and i think that having a video at the top that it's not like the most professionally done video or the most polished but it is authentic and i think that that has a lot of value if i had to bet i would be interested to see and we'll run additional tests to what extent just having a video at the top makes a difference on the conversion rate all right and and within a few panes down you know you've already seen four different people there's two videos too and and this video down here too is just of our customers and and so if anybody's clicking the videos they're seeing real people real customers the real owner and i think and and that is what i really like about this design i mean of course the the emphasis on the professional package that is the that is the most popular and where we want um our clients we definitely want our clients to to place that order too the the order timeline i didn't like the circles as much like the design i don't know how to get an order timeline to really not have too much content on it or to display it in a way that that really conveys what you know what a client should expect and what process they go through so so maybe this part i didn't like as much that would be my only uh my only critique great design i really liked it this was um the most popular design that our team had so i sent out a you know we were doing the competition we said which design do you like the most uh and send it out in slack to our team they voted on on this design here this was the number one favorite design all right and then here is uh matthias's design with this one uh i think it grew on me more over time too i really really appreciate and like um the thought that went through simplifying the page if you just look at you know our our web page prior to um you know any changes we've made or or or that we had the landing page we had before the competition there was a lot of text and um an overwhelming amount and i and i thought matthias went through and grabbed the key elements and presented them almost in a it's just it reads top to bottom it doesn't read left to right it's just it flows very simply straight down and i and i love the font choice i love the color um and i love how simple it was and was more the more that time went on the more that kind of grew on me i think it's a personal preference right i love a simple design and i love the packages they're not colorful they don't pop out but they anybody that comes to this is going to know the price of the package and what the service offering is and it's so clear so quickly and and i love how simple it is i think the only link on this entire page that goes to any page other than the order page is this contact us i think every other link in every you know throughout takes you to the order page so in a way it's kind of interesting how you know it is a little bit more of like a funnel on this page because it because there it's it's harder and less likely that somebody goes to another page whether that's good or bad i think that's probably a good thing the one element that i was a bit concerned about was i thought that the image of the woman at the top is feels more like she's a student than a professional and so i wonder if when clients come to our site they see our service as a resume writing services that helps students get jobs if that's the impression that they're getting rather than a resume writing service that helps professionals um clearly that was not the concern that our clients felt because they you know this was this was one of the best converting sites the the resume image here i was i was a little i was wondering about too because we don't put pictures on our resume and this looks more like um this looks more like a like a term paper it's kind of like how i imagine like she's walking to school with a term paper because it's in paragraph form again kind of re-emphasizing like this is this is a student um rather than a professional and so so that kind of meshes together um but it didn't seem to have a big issue uh uh and i love the design i love how even the choice to simplify the number of menu options it's obviously it's very intentional especially when you're anchored to the site that we had before that had more menu options a lot more text i appreciated the mathias was able to not stay too tied to that anchor and just simplify it across the board i thought that was really valuable and that's that those are my thoughts on the competition uh i thought everyone did a really great job and the quality of work was was was was great all right so to sum it up thank you for all the students who have submitted their redesigns i have seen tremendous work and i'm really really excited we're going to do this with more clients we have more clients waiting for challenges like this because it was very helpful for both the clients and our students if you want to participate in these challenges if you want to know how to do amazing redesigns that convert more and build them up with webflow make sure you check our programs there's a link in the description below and we'll let you know when we open our programs for enrollment until then we'll see on the next video peace out