Copywriting and redesigning of GoRamp product pages
The Challenge:
GoRamp's existing product pages were underperforming, with high bounce rates and low conversion to demo requests. The page failed to effectively communicate the product's value proposition and key features to potential customers in the logistics and supply chain industry.
Goals:
Increase demo request conversions by 30%
Reduce bounce rate by 25%
Improve clarity of product benefits and features
Enhance overall user engagement with the page
The Process
Here is how I approached the task for both pages
Research and Discovery
● Conducted competitive analysis of 5 leading TMS providers' product pages● Analyzed user feedback and support tickets to identify common pain points and questions● Worked with the sales team and AEs to identify terms prospects use to describe their problems● Reviewed Google Analytics data to identify user behavior patterns on the existing pages
Content Strategy and Wireframing
● Developed a content hierarchy based on user needs and business goals● Created a messaging framework aligning GoRamp's unique selling propositions with user pain points● Outlined a wireframe structure for the pages that guide users through a logical flow of information using Moqups.com
UX Writing and Iteration
● Crafted headline options focusing on the primary user benefit● Developed concise feature descriptions, emphasizing outcomes over technicalities● Created microcopy for CTAs, form fields, and interactive elements● Wrote scannable bullet points to highlight key product capabilities● Incorporated industry-specific language and terms familiar to the target audience
Collaboration and Design Integration
● Worked closely with the design team to ensure the copy complemented the visual layout● Participated in internal reviews with product and sales teams to validate messaging accuracy● Iterated on copy based on stakeholder feedback, maintaining focus on user needs
A/B Testing
● Developed two variants of the headline and primary CTA for A/B testing● Collaborated with the analytics team to set up tracking and define success metrics
Final Outcome
Dock scheduling Hero section
Features section
Quick guide section
Quick benefits section
GoRamp dock scheduling page at position 3, page 1 on Google SERP
Results
● The product pages were ranking between positions 1 to 5 after the revamp● 40% increase in demo requests (exceeding the 30% goal)● 30% reduction in bounce rate (surpassing the 25% goal)● 50% increase in average time on page● Positive feedback from the sales team on improved lead quality
Learnings
● I found a balance between specific features ("real-time updates," "advanced route optimization tools") and more general benefits ("Save time and reduce transportation costs"). This approach allowed me to appeal to both detail-oriented decision-makers and those looking for overall business impact.● Emphasizing simplicity in a complex industry like logistics can be a powerful differentiator.● Using active verbs at the beginning of each benefit point (e.g., "Monitor," "Streamline," "Save") helped create a sense of empowerment for the user and clearly communicated the value proposition.
Reflection
This project reinforced the importance of close collaboration with cross-functional teams and a deep understanding of the target audience. By focusing on clear, benefit-driven language and maintaining a user-centric approach throughout the process, we were able to create a product page that not only met but exceeded our goals for user engagement and conversions.