Landing Page Redesign

Visual/Web design
Overview
Healthy Directions relied heavily on paid acquisition to drive traffic to its product landing pages. However, conversion rates had plateaued and performance issues were impacting user experience — especially on mobile.

I led a full redesign and front-end rebuild of a high-traffic landing page to improve speed, responsiveness, clarity, and conversion performance.

‍Role: Lead Designer + Front-End Implementation
Team: Marketing, Backend Engineering, Analytics
Scope: UX strategy, UI design, front-end development, optimization
The Problem
We identified several issues impacting performance and conversions:
  • Poor desktop responsiveness
  • Slow load times due to unoptimized assets
  • Dense, text-heavy layouts creating cognitive overload
  • Inconsistent spacing and layout structure
  • Limited modularity for marketing experimentation
The page was functional (barely) — but it wasn’t optimized for clarity, speed, or conversion.
Business Context
  • Primary acquisition channel: Paid media
  • High traffic volume
  • Conversion rate had stagnated
  • Marketing needed more flexibility to test messaging variations
Any improvements would have direct revenue impact.
Old version:
Old version:
My Role & Ownership
I led the redesign end-to-end:
  • Conducted performance and UX audit
  • Identified friction points in the user journey
  • Collaborated with marketing on messaging hierarchy
  • Partnered with backend developers on implementation constraints
  • Designed and coded the new front-end experience
  • Ensured responsiveness and performance optimization
This wasn’t just visual polish — it was structural improvement.
Discovery & Key Insights
Through analytics review and behavioral data:
  • Majority of traffic was mobile, but not all. Desktop usability was important
  • Users were dropping off early in the scroll
  • Key value propositions were buried under dense text
  • Page load performance was below best-practice benchmarks
We hypothesized that simplifying content structure, improving visual hierarchy, and optimizing performance would increase engagement and reduce bounce rate.
Strategy
1. Simplification & Clarity
  • Reduced text volume significantly
  • Rewrote sections for scannability
  • Introduced stronger headline hierarchy
  • Used visual grouping to chunk information
2. Modern, Responsive Layout
  • Implemented desktop layout
  • Rebuilt layout using responsive grid principles
  • Improved spacing, alignment, and readability
  • Added cutting-edge scrolling scripting
3. Performance Optimization
  • Optimized images and media assets
  • Reduced CSS and JavaScript bloat
  • Improved load time and Core Web Vitals
  • Built modular components to support future experimentation
New version

One Pill.
Sharper Vision.

See Sharper & More Clearly

Relieve Achy, Tired Eyes

Shield Your Eyes from Blue Light

Safeguard Your Vision As You Age

Macula Health

Maintains the critical area of your retina for sharper, clearer vision.

Glare Tolerance

Reduces sensitivity to bright lights and glare for safer driving.

Contrast Sensitivity

Enhances ability to detect subtle differences in shades for better detail.

Antioxidant Support

Defends against oxidative stress, pollution, and UV rays.

Blue Light Protection

Relieves eye strain and fatigue caused by digital devices.

Visual Recovery

Speeds recovery from bright lights and reduces temporary visual disruption.

OcuGold also boosts Brain-Derived Neurotrophic Factor (BDNF) levels, an essential protein for brain health.

Fantastic Eye Supplement

"I came across these eye health supplements and just had to try them. I noticed things seemed more crisp, as if someone dialed in the sharpness and HD settings in my eyes. I found myself looking off into the distance at the trees and vegetation and the surrounding areas, it definitely seems more clear."

—CN

Formulated by doctors

"I appreciate the quality and integrity of this product. The doctor created formula is based in scientific research and effective. I'm very happy with this supplement and continue to take it daily to support my ocular health. "

—Online Review

Nice and effective formula

"I really appreciate the ingredient selection in this formula. It has some of the best ingredients known to support and enhance eye health. There aren't many unnecessary additives and the fact that this formula is vegan is a big plus for me. I do feel it has helped enhance my eye health and comfort. I like that it's also formulated in the USA and seems to be made from a reputable company. I do think it's a good eye health formula and will continue its use. "

—Online Review

One-a-day with good concentrations

"Trusted brand with high quality ingredients. Love that this is just a 1-a-day pill variety but still has high concentrations of ingredients. This is a brand I've used before. They sell many other supplements, all with good reviews."

—Online Review

What the experts are saying:

"Nowhere else will you find a formula this impressive—based on the very latest research for optimal eye care. OcuGold supports your eyes in every way possible."

Dr. Joseph Pergolizzi

Internationally recognized expert in pain medicine

"You absolutely can enjoy clearer, sharper vision no matter your age. And it’s never too early to start. OcuGold is the vision supplement I recommend to all my patients."

Dr. Drew Sinatra

Board-certified naturopathic doctor

"Nourishing your precious eyes is essential. The nutrients in OcuGold help you take control so you can enjoy the independence of vibrant vision."

Dr. Briana Sinatra

Board-certified naturopathic doctor

"In today’s world of increased screen time, you absolutely have to have a strong macula to filter out blue light. I recommend this next-generation formula."

Dr. Ken Redcross

Internist

"In Ayurveda, eye care is not only important for eye health—it benefits the whole body. OcuGold replenishes your eyes with critical nutrients for healthy vision and a better quality of life."

Dr. Kulreet Chaudhary

Neurologist and Ayurvedic practitioner

4 Benefits of OcuGold

1

Promotes clearer, sharper vision

2

Relief from digital eyestrain & fatigue

3

Protects against too much screen time

4

Improves glare tolerance, especially driving at night

Design Decisions & Tradeoffs
We made intentional tradeoffs between persuasion and clarity.
  • Reduced long-form copy in favor of scannable benefit blocks.
  • Consolidated repetitive trust elements instead of repeating them throughout.
  • Limited animation to preserve performance and avoid distracting from the CTA.
  • Prioritized mobile layout improvements given traffic distribution.
Every change was tied to reducing friction and improving conversion clarity.
Implementation
Unlike many redesigns, I also handled front-end development. This allowed me to:
  • Ensure design fidelity
  • Optimize performance directly
  • Reduce handoff friction
  • Collaborate closely with backend engineering for data integration
The page was built with modular sections to support future A/B testing and messaging variations.
Results
We made intentional tradeoffs between persuasion and clarity.
  • Conversion rate increased 15-20%
  • Bounce rate decreased
  • Page performance scores improved
  • Mobile usability metrics improved
  • Marketing gained more flexibility for experimentation
Even beyond measurable metrics, the page became:
  • Easier to maintain
  • Easier to test
  • Faster to iterate on