
SOMA Water
2015
SOMA’s Landing Page: Driving Clarity and Conversions
Improving clarity, highlighting product differentiation, and communicating SOMA's global mission, resulting in a 65% increase in page comprehension and improved conversion rates.
User Interface Design
Usability Research and Testing
Project Overview: SOMA Water Landing Page Redesign
SOMA Water aimed to increase conversions by enhancing their landing page for a promotional offer: a free carafe with a subscription for filter deliveries. Despite the attractive offer, they experienced low click-through rates and significant drop-off during the sales funnel.
Identifying Key Issues Through Analysis and User Testing
Through thorough analysis and user testing, we identified several critical issues:
• Unclear Call-to-Action: Users struggled to understand what signing up entailed, leading to drop-offs when they realized “free” meant committing to a subscription service.
• Lack of Product Differentiation: The original page failed to effectively communicate how SOMA Water products differed from competitors like Brita, leaving users confused.
• Vague Global Citizenship Messaging: Although SOMA funded initiatives for clean drinking water in underserved communities, this commitment was not clearly conveyed, missing an opportunity to showcase corporate responsibility.
Focused Redesign for Enhanced Clarity and Engagement
The redesign focused on addressing these three key issues:
1. Clear Call-to-Action: We made the subscription offer more transparent, ensuring users understood the terms of the promotion.
2. Highlighting Differentiation: We emphasized the unique features of SOMA Water’s products, distinguishing them from competitors.
3. Communicating Corporate Responsibility: The new design clearly articulated SOMA’s mission and contributions to global water initiatives, enhancing brand perception.
Impact and Results
Following the redesign, user testing indicated a 65% improvement in page comprehension, demonstrating the effectiveness of the changes and paving the way for increased conversions and engagement on the landing page.