Web Design

Plot’s website was designed to seamlessly integrate its brand design into a functional channel for purchasing products.

Function:

The website funnels traffic toward conversions, with every path progressing toward the point of sale.

Site copy uses SEO to ensure a wide array of searches related to our product drive users to our conversion-led website.

Form:

Plot’s brand emphasizes color, and utilizes juxtapositions in brand expression: one design, many colors. Normal product, abnormal advertising. Expression of color, dominant white space.

The website utilizes this contrast of color and blank space by integrating the product images into the site without borders, as if the product physically exists in this infinite white space.

Conversion Optimization

Page Analysis

Heatmap & touchpoint analysis helped inform strategies to improve website’s conversion rates, by analyzing which assets drew users’ attention, which call-to-actions converted , and which areas exit rates were highest.

Source Tracking

Coding dynamic content allowed LTI to change hyperlinks and phone numbers depending on the origin of the user (Facebook, Google, Google Ads, Indeed, etc.) allowing for detailed, accurate lead attribution, no matter the conversion type.

Performance Testing

Variation testing among ads, copy, content, audiences, bid strategies, and more, led to ongoing improvements in conversion rates and decreasing conversion costs.

Accomplishments:

• Google Ads conversion rate growth of 140%

• Cost per Conversion decrease of 58%

• Averaged 17% annual growth in organic conversions