Orchard Homepage

The brief was to redesign the page so that it better communicated the breadth and value of the service and meet or beat current conversion rates.

Not an easy ask since 60% of leads came in through the homepage and NO test had beat the control in six years.

First we incorporated the new brand foundations and the updated visual and voice guidelines. A big problem I uncovered in user testing was that visitors weren’t exactly sure what Orchard did, so I knew we wanted our custom photography up front, yard sign and all. I also knew that while intellectually we associate “home” with straight lines, emotionally the semiotics of home are expressed in rounds and curves so I challenged my wonderful AD and UI/UX designer to soften things up while still maintaining our tech edge.

The result: the new page increased conversion over the control by a remarkable 20%.