Design

User testing

Page Optimisation

Lifetime ISA product page

Overview

I worked on the optimisation of a Lifetime ISA product page, collaborating with a Content Specialist and Optimisation Executive to improve performance and increase product sales.

The project focused on refining both user experience and content clarity, using data-driven design decisions and experimentation.

Problem

The existing product page was underperforming due to several issues:

• Users found parts of the content unclear or misleading
• Information hierarchy made it difficult to understand the product quickly
• Engagement metrics suggested friction in the user journey

This resulted in missed opportunities for conversions and reduced effectiveness of the page.

Approach

User insight & research

To better understand user behaviour and perception:

• I used Hotjar to collect on-page survey feedback
• Analysed scroll depth and click interactions
• Identified areas where users struggled to understand the product

This revealed that content clarity and structure were key issues.

UX & content restructuring

Working closely with the Content Specialist:

• Content was rewritten and reorganised for clarity
• I translated these changes into improved page layouts
• Created low-fidelity wireframes to explore structure and identify friction points

These wireframes helped align the team and refine the overall user journey. I polished the wireframe into detailed mock-ups using a combination of stock imagery and bespoke graphics.

Testing & iteration

To validate design decisions:

• I conducted preference testing using UsabilityHub
• Selected a final design direction based on user feedback

I then:

• Built the redesigned page in WordPress
• Set up an A/B test using Google Optimize

This allowed us to directly compare the new design against the existing version.

Solution

The final solution was a restructured and user-focused product page that:

• Communicated key information more clearly
• Improved content hierarchy and readability
• Reduced friction in the user journey
• Aligned design decisions with real user feedback

Outcome

After reaching statistical significance in testing:

• The redesigned page outperformed the original
• It was declared the winning variation in the A/B test

Improvements were observed across key engagement and performance metrics, supporting the overall goal of increasing product sales.

Results snapshot: