Overview
Improving GiftYa's Homepage Experience
Giftya.com lets people send digital gift cards instantly. The homepage had a few issues such as high bounce rate, low conversions, and users rarely scrolling down the page. I was tasked with redesigning the homepage to clarify value, guide action, and boost engagement.
The Challenge
All the right ingredients but poorly mixed
When I first looked at Giftya.com, it was clear the homepage wasn’t doing its job. The page had all the right ingredients but the features, social proof, and calls-to-action were buried in a layout that felt cluttered and hard to scan.
Above the fold, the value proposition wasn’t clear enough. Page visitors couldn’t immediately tell what Giftya is. The hero section had weak visual hierarchy, generic images, and used space poorly.
Some parts of the page are text heavy and feel really cluttered. This could turn potential consumers away. Most importantly, the page failed to hook potential consumers and make an emotional connection. They don't know what the product is or why they should care.
The combination of unclear messaging, weak presentation, and text overload made it easy for visitors to drop off before they connect with the product.
The Solution
Reframing the story: clarity, trust, and flow
To fix these issues, I focused on simplifying the layout, clarifying the value proposition, and injecting personality into the experience.
The redesigned homepage introduces a bold, clear hero section that immediately communicates what GiftYa is and what makes it unique. Strong hierarchy and direct messaging help visitors understand the value within seconds.
I restructured the content flow to better tell the product’s story — leading with what it is, how it works, and why it’s different. Visual clutter was reduced by using whitespace, concise copy, and clear CTAs that guide users through the page.
Social proof was surfaced earlier, while key trust signals like brand logos and testimonials were woven naturally into the experience. The new visual design also brings a more modern and human tone that matches GiftYa’s innovation and emotional appeal.
Research & Insights
Finding the drop-off points
To understand why the homepage underperformed, I combined quantitative analytics with qualitative usability insights.
Using heatmaps, scroll tracking, and engagement metrics, I analyzed how visitors interacted with the page, while reviewing session recordings and content layout to understand what failed to hold attention.
Here’s what I discovered:
• Interest dropped off early. Most visitors exited within the first section, with few scrolling beyond the hero. The content failed to communicate value or encourage exploration
• Key information was buried. The “How It Works” section—critical for first-time visitors—sat at the bottom of the page, hidden within dense text
• Trust signals were missing. Testimonials, a proven driver of conversion, were absent from the layout
• The design felt outdated. The visual style didn’t reflect the product’s innovative positioning, creating a mismatch between brand and experience.
These findings communicated that a redesign that necessary. The new page needed to prioritize clarity, trust, with a modern appeal.
Turning insight into hierarchy
With the main issues identified, I started to focus on restructuring the experience to create a clearer and more compelling flow. The goal was to make GiftYa easy to understand at a glance-what it is, how it works, and why it’s different.
The new structure prioritized clarity, trust, and storytelling.
The 'How it works' section was simplified with short, scannable steps. Brand logos were introduced earlier to build trust. Testimonials were brought directly onto the homepage, rather than being hidden behind an external link, making social proof visible without interrupting the experience. Each section was made to either explain, reassure, or guide the user toward action.
Testing with users and stakeholders confirmed the new direction was working.
Outcome/Impact
From unclear to undeniable
Stakeholders loved the redesigned homepage, noting that it finally communicated GiftYa’s value. They noted the design felt aligned with the brand’s innovative positioning. Showing trust signals, simplifying the 'How it works' flow, and creating an emotional connection in the hero, the new design is positioned to drive higher engagement and conversions. Even without direct metrics, the qualitative feedback confirmed that the redesign successfully addressed the core problems uncovered during research.
Final Thoughts
Clarity converts
This project reinforced how important it is to maintain clarity and hierarchy in web design. Any homepage can fail if visitors can't immediately understand the value or know what action to take.
I also learned how trust and emotional storytelling can be in guide user behavior. These changes can really influence perception and engagement.
Another key takeaway was the value of structuring content properly. By thinking critically about what users need to see first, how their attention flows, and where to place key actions, the homepage became a tool that communicates purpose and guides behavior.
Lastly, this redesign reinforced the need to balance innovation with usability. GiftYa is a modern, innovative product, and the web page must communicate this to visitors. That balance between excitement and clarity is something I’ll carry into all future work.
