JustAnswer SEO Question & Answer Page

What was the business challenge?

Making an existing high-traffic SEO customer-facing page more conversion friendly.

What was your approach?

Our team’s Product Manager, Copy Writer and I evaluated what had worked and not worked in previous tests. We determined that is was essential to keep both the large blue question box and the content of the question above the fold on the page. It was important to keep the main CTA, the question box with the expert's credentials, at the very top of the page and keep the required SEO drivers (H1 and question content) at the top as well. 

We maintained the original look and feel which was challenging since it is not modern and as optimally trustworthy but decided we did not want to risk a drop in conversion with a radical redesign. So instead we worked what we had and added multiple value props, trust ensuring logos, and category-specific language within the CTAs to help inform the customer’s buying decision.

What was that process like?

PM provided a very rough sketch that she created in PowerPoint to start with. The next step, the wireframing process, was essential in working out the problems of laying out the question box and question content above the fold in order to encourage a customer to ask a question. The question box needed to be contextual and not too agressive. We perfected the final content and interactions throughout the in the final designs and UAT.

Product manager’s sketch

Wireframes

This project was an example of great collaboration between the PM and the UX team (designer + copy writer). The finished work included various mocked up states of the pages (long question, short question, no answer, etc) with annotations and a document of the final copy for the new pages for our team of developers to refer to overseas. The pages were built and QA’d and then tracked on a test path.

What was the result?

The final UX was a content page with contextual CTAs that garnered trust and answered the question well “what’s in it for me?” for the customer.

How did you measure success / failure?

The goal of the test was to increase conversion and the result was a .5% increase in revenue. This was an important win for the company and a big improvement quality wise as well from the previous design. 

WINNER