Problem
In moderated interviews, conducted by 2 other designers and myself, we found that Twilio product pages were not resonating with users due to the fluffy language and lack of key content making it hard for users to find the information they needed to complete their evaluation. We wanted to come up with a new product page template that would empower users to quickly find their desired information.
Solution
I reviewed past research and data to identify what information is helpful to users during their evaluation process. I also hosted a brainstorming workshop with marketing stakeholders to understand what information they felt was important to present. Ultimately I designed a new layout using existing components that included the following key changes:
- Accordions in the hero with short summaries regarding features, pricing, why Twilio, and getting started
- Straightforward headings that specify what type of information is in each section
- Pairing use cases and customer stories to demonstrate the product
- Providing deeper product information regarding functionality, features, and links to documentation
- Highlighting stats to let the numbers do the talking over marketing language
Results
Another designer on my team ran an unmoderated comparison test for the Verify page and found that 35 out of 39 participants felt the updated product page gave them a better understanding of the Verify product. We also worked with the web CRO manager to run an A/B test and found that the new version of the page resulted in a 33% increase in conversions and a 85% increase in engagement.
Given the success of the A/B test, the web team is currently in the process of rolling the template out to other product pages across Twilio, SendGrid, and Segment.
