Freedom Dual Landing Page Refresh

Acquisitions Site

The Chase Freedom acquisitions team requested a landing page refresh for its paid search channel for October 2023. The key objective of the page is to effectively communicate the richness of both Freedom cash back products, Freedom Unlimited and Freedom Flex, in a clean and user friendly design to drive conversion. The audience should be motivated to apply for either Freedom Unlimited or Flex credit after seeing the refreshed creative. 

My Role

UX Designer and Information Architect Consultant at Capgemini

Deliverables

Wireframes and Annotations

Business Objectives:

• Run an A/B test where the refreshed paid search landing page will test against the current paid search landing page.

  • Success is measured by higher click rates, impressions and applications on the refreshed landing page which elevate everyday spend lifestyle imagery.

• Simplify the landing page to better communicate the richness of both Freedom products as the best credit card for everyday spend categories and cash back benefits.

  • Internal research suggested customers value simplicity over any other value proposition. Competitors like Discover with less value proposition were able to capture ~28% market share by simplifying the design of its acquisition landing pages. 

• Audience Insights: Audience is made up of credit card prospects looking to maximize cash back from everyday spend categories. Freedom design target can often be described as Financial secure, middle to upper middle class deal seekers. Majority of current freedom customers are defined as Disciplined Planners and Experience Maximizers.

Wireframes & Annotations

Client Chosen Option- Features:

• A tabbed sticky sidebar where the user can toggle between a dedicated page for the Freedom Unlimited or Freedom Flex Card.

• Hero highlighting the cards value and offers

• Summary of point earn structure

• Interactive calculator for users to calculate potential earnings based on monthly spend, visualized in a donut graph with the corresponding ratios.

• Accordion for understand additional card benefits