UX DESIGN · CONTENT STRATEGY
Redesigning GiftYa's homepage to increase engagement and conversions by clarifying product value and building trust.
Visitors were landing on the homepage and leaving in 18 seconds. They didn't understand what it was, didn't trust it, and definitely weren't sticking around to find out. I rebuilt the page around one goal: make the value clear before people bounce.
Problem
The homepage didn't communicate what GiftYa is
Outdated visuals, unclear messaging, and poor content hierarchy made it difficult for visitors to understand the product or trust the brand. Most visitors left before scrolling halfway down the page.
😕
Unclear product value
The homepage didn't explain what GiftYa offers or how it works.
🚫
Low trust signals
Outdated visuals and dense text blocks reduced credibility, especially for first-time visitors.
📉
Poor content hierarchy
Important information competed for attention, making it easy to drop off.
Research
Understanding where visitors were dropping off
I used session recordings and heatmaps to identify friction points and engagement patterns.
Session recordings showed:
80% of visitors dropped off halfway down the page
"How It Works" was buried at the bottom, near the footer, almost no one reached it
Average time on page was 18 seconds
83% of web traffic came from mobile devices
Heatmaps showed:
Heavy interaction with navigation elements, minimal engagement with page content
CTA buttons in the hero were ignored — visitors didn't understand the product enough to click
This confirmed the core problem: GiftYa needed to communicate value and build trust within the first few seconds, or visitors would leave.
Design Decisions
Clarity, trust, and mobile-first hierarchy
Lead with value and proof
I rewrote the hero subhead to clearly explain product value and added partner logos immediately below to build trust. Previously, partner logos were buried mid-page.
Move "How It Works" higher
Session data showed visitors needed to understand the product before they'd engage. I moved "How It Works" from the footer to the second section below the hero. This displaced a generic feature list that heatmaps showed was being ignored anyway.
Reorganized content to guide visitors from value prop → proof → features → CTA
Optimize for mobile (83% of traffic)
The old design stacked dense text blocks on mobile, making it hard to scan. I shortened copy, increased white space, and made CTAs thumb-friendly. Every design decision prioritized mobile readability and engagement.
Mobile-first design for 83% of traffic
What I didn't do
Marketing wanted to feature a customer testimonial carousel in the hero. I pushed back — session recordings showed visitors weren't staying long enough to engage with carousels, and adding one would push "How It Works" further down. We compromised by adding testimonials below the "How It Works" instead.
Impact
Longer sessions, higher trust, more conversions
⏱️
Time on page increased 2x
Average session length went from 18 seconds to 38 seconds. Session recordings 1 week post-launch showed visitors scrolling to the footer and engaging with CTAs.
⛹🏾♂️
Bounce rate dropped 22%
Clients now handle funding, user permissions, and activity monitoring without emailing support or finance.
⬆️
4% lift in conversions
Clearer messaging and stronger hierarchy led to more purchases directly from homepage traffic. This translated to an estimated $120K in additional annual revenue.
📈
Higher engagement with "How It Works"
Moving this section higher increased interaction by 5x. Visitors who engaged with "How It Works" were 3x more likely to convert.