Increasing the conversion rate of TikTok Football Hub
In partnership with Euro2020
Context
TikTok is partnering with UEFA for promoting Euro2020 event. I designed a Football hub for a marketing campaign lasting 6 months. However, the conversion rate on the landing page did not expect our expectation in the beginnining...
My role
Product marketing manager, product designer of this product marketing initiative, working closely with data and marketing team
Achievements
+ 400%
Click Through rate
4.4M
Video views
+1.2M
Followers
Problem statement
While our benchmark landing page click through rate is around 4%, the current landing page only has a CTR around 1.5%. How can we improve our CTR in order to increase our user engagement, and ideally convert users to followers on the official page ?
Hypothesis
By changing the dropdown menu design layout into Grid design layout, the CTR will increase
Dropdown VS Grid Design
The basis of this hypothesis is that I noticed there was a better CTR in the compte à suivre section, where the layout was pretty straightforward, than in the Top vidéos du moment section, where a carousel was used.
A/B testing
Goal
Increase the CTR of the overall landing page
Control Group 50%
They see current layout with dropdown menu
Experimental Group 50%
They see new grid design layout
Metrics & Results
Click Through rate
+400%
Time frame : 5 days
Stay duration
+50%
Views
Nosignificant change
Informed Decision making
Based on our core metrics results, we decided to adopt the grid design for most of the sections and launch the new version to all users
Tradeoffs
There are still several potential pitfalls
1. removing all the dropdown/carousel design leaves limited space to display partners' content
2. User delight is impeded : too straightforward design lacks visual variation and will impede user emotional experience
Therefore, for the video part, I kept the carousel container to add visual fun and also more space to the overall design.
Final Result
Click Through rate
6.5%
+360%
Stay duration
27S
+40%
Video views
4.4M
Followers
1.2M