I joined Servicing Stop in 2015. My main task was to design a brand new, responsive website based on the Bootstrap grid.
This task required a thorough analysis of the site's content. All previous changes resulted in decreased conversion rates.
My first project focused on organising the content. The monochrome background didn't distract from the Call To Action - to get a quote.
The project was a success, as the conversion rate increased at launch. The customers were presented with a clear and user friendly design. However, the matter of the background remained in the air.
A/B tests showed that the best performing background contained an element of an idealised car; as long as it didn't draw attention away from the message. The converstion rates were further improved by a contrasting colour of the CTA button.
We also increased the number of visual elements above the fold line. The most eye-catching ones were the offer banners. I designed multiple versions using various themes.
I also put forward versions with illustrated background of lower contrast and lighter colour scheme.
Additionally, I prepared new designs of the mobile site. They prioritised clarity and automobile elements.
The best results were achieved by a high-contrast, black and white page with very simple graphic elements in the background.
These are two examples of my design with promotional banners above.