Our food and beverage state pages brought in high traffic volume but had declining conversion rates. To troubleshoot this issue, I began with competitor research, drawing on the most common UX-friendly components. This included a course comparison, USP bullet points, trust logos, and a Spanish toggle. I worked with the design and dev teams to get prototypes for each of these and conducted iterative testing to verify which produced improvements in conversion create and revenue. After we launched the new version of the state page, I led user interviews with actual customers, having them compare our new state page to various competitors. Since launching the new state pages, we've seen a 57% increase in revenue and a 52% increase in conversion rate. 

Improvements:

• Enhanced User Experience: Implemented competitor-inspired features like course comparisons and a Spanish language toggle for better accessibility.
• Increased Trust & Clarity: Added trust logos and bulleted USPs (Unique Selling Propositions) to highlight the value proposition and build confidence.
• Data-Driven Optimization: Conducted user testing and interviews to ensure the changes led to actual improvements in conversion and revenue.

Results:

• 57% increase in revenue
• 52% increase in conversion rate