BACKGROUND
Sparxo is a ticketing product in a crowded space. The main differentiator is a white labeled check out flow that can be embedded on any website. Early market tests shown that event producers that produced unique events loved the concept of white labeling. However, they would not switch to a system that stood out in one area and lacked in basic features of a ticketing system.
Although I believe a brand best stands out when an emotional connection is created, I found that clear concise messaging on key product features lead to better conversions. The current product at Sparxo competes in a perfect compition market. Therefor, informing the end user is the best way to convert new clients in this phase of the company.
GOALS
- Build confidence in a potential customer that sparxo is a complete event solution
- Create targeted landing pages for ad campaigns
- Build a CMS so content can be added easily by contractors
- Educate the consumer of the philosophical differences core to the company
Design Process
The best way to test a marketing sites is by instrumenting the UI. We use tools like Intercom, Facebook Tracking Pixels, and Google Anaylticis to understand the userflow. We use A/B testing to validate our decisions and define the most optimal user experience.
Product Design
I created the website on Wordpress with a custom theme. Content and layout were simple, direct and to the point. Product visuals focused on showing off the interface. The platform and the site were created so that it would be easy to share design tasks with marketing consultants. Sparxo currently works with three different consultants that funnel leads to Sparxo.com in various ways.
Home Page
The home page highlighted the main areas of Sparxo ticketing showing the breadth of features that the product supported. The design is fluid and mobile optimized.
BLOG
Simple content marketing is key to building the marketing footprint. The blog focused on product updates, in-depth articles on the core values of Sparxo, and holiday updates. This area of the site was key to easily grow the engagement points on the site.
Features
The feature overview is the largest part of the website. Sparxo Ticketing has over 300 features. Many event producers have a checklist of must-have features and we wanted to make it easy for them to understand that Sparxo had all needed features.
Landing Pages
Landing pages were made for advertising channels. It was important to bring users to the Sparxo domain. Marketing messages were targeted to a specific market segment and the splash pages were themed to match that market segment.
Custom messaging was used to tie the funnel flow together. For example, this landing page was created for a PPC ad on Capterra. The assumption was that a potential customer from Capterra would be comparing different ticketing systems as Capterra was an app comparison site. We wanted to speak to that mindset.
Results
The redesign of the site increased conversions from organic traffic by 150% in the first month of release. Easy to create landing pages was a main factor in running ad base sales funnel tests.