Landing Page optimized for conversions (B2B)

ANCO
UX UI Design Lead

ABOUT ANCO

AI-powered IT services.

ANCO is an IT consultancy that helps businesses grow through technology. For this project, they aimed to highlight their new approach to managed IT services—a modular, AI-powered solution designed for flexibility and efficiency. Standing out from competitors with this AI-driven value proposition was key.

📍 MAIN TASK. To design a high-converting B2B landing page that clearly communicated the benefits of this new modular service.

🛠 ROLE. As the sole designer, I led the project alongside the marketing team and developer, leveraging UX research, analytics, and conversion-driven design.

🪄 AGILE APPROACH. Design process consisted of fast sprints that incorporated feedback and iteration at each stage. I worked closely with internal stakeholders to understand ANCO’s IT services and collaborated with the marketing team to align messaging and conversion goals.

GETTING TO KNOW OUR USERS

A data-driven Research.

The landing page was created from scratch, so we drew insights from analyzing user behavior on existing landing pages for other solutions and services.

🎯 Our users? IT Managers and CIOs that want to compare different solutions and IT providers for their department/company’s needs.

Using Hotjar and Google Analytics, we uncovered key behaviors. What did we find out?

Engagement hotspots.

Click maps show how users interact most with icon-based cards linking to resources. Carousels are effective for both engagement and space-saving.

CTA Optimization.

Too many CTAs distracted users, reducing conversions. Strategic placement was essential.

User journeys.

Session recordings and GA4 funnels helped us view how users navigate directly to relevant content, clicking on subservices and related products.

Attention and retention.

Scroll maps reveal the header is critical for busy IT managers. A clear value message in 5 seconds prevents drop-offs.

Launching a new landing page for an AI-driven service.

HOW TO CREATE FUNNEL VALUE

Focusing on conversions.

For this design, the focus was on delivering value to users throughout the funnel, ensuring a smooth and intuitive conversion process that encouraged form submissions. To achieve this, we prioritized:

✅ Business impact and value proposition. Showcase modularity of the service and highlight efficiency gains and cost savings of the AI service.

✅ Trust and credibility. Show testimonials that help us gain authority, talk about certifications.

✅ Conversion-boosting elements. Clear CTA button.

💻

Final screens.

Thanks to the Design System I had already created, the design process was much faster and more efficient. I could ensure a cohesive user experience and a streamlined collaboration with the developer, making the handoff process smoother and reducing implementation time.

Hero section.

We have 5 seconds to catch user’s attention. So we included:

✅ Clear value proposition
✅ Button with Call-To-Action
✅ Company authority (client logos, expertise badges)

Problem definition.

We included a relevant statistic that exposes a problem, a pain point the user faces. This creates a sense of urgency.

The solution.

In this part it’s crucial to present the solution/service and its features, how it works, how it’s beneficial for the user. We included:

✅ A video to clarify the modularity of the service
✅ Card carrousel with a roadmap of the service (to make a more efficient use of the space)

Social proof.

To build some authority for the brand, we also added some client reviews, that help in the process of conversion.

💡

My learnings.

💡
AI empowers the design process.

Leveraging a generative AI tool for image creation (Recraft) and workflow optimization boosted efficiency, allowing for a faster, more structured design process.

🤝
Cross-team collaboration ensures quality.