Hilton Honors Landing Page
Project Status: View Live
My Role: Group Creative Director / Usability Testing Manager & Moderator
The Ask: Redesign the American Express + Hilton Co-brand Landing Page to improve conversion metrics.
KPIs: “Apply Now” clicks; Applications Submission rate (conversion); Net New Customer Acquisitions. We also tracked traffic volume & sources (with keyword strategy), bounce rate, approvals per card, etc. to track detailed performance over time.
Outcomes: Extremely positive on all fronts. Still early as of this writing, but for the first two months our redesign has been seeing a significant increase in application starts and submissions over the control site during the same period. We’re doing better than the top of our prediction range and have plans to continue optimizations this year.
Before
The initial version of the site had all the details needed to compare the cards on offer, but it was a little too sterile to be compelling—from a customer standpoint, the experience felt more like signing a legal contract than shopping for a new card with fun perks and status boosts.
Our customer-centered approach was to “show, not tell” the value in the offering. What are ‘points’ worth to me? Is there a faster way to learn which card is right for me (for every audience)?
An additional challenge in this specific project was timing. This page was set to launch during the 2020 covid lockdown. Who was flying? Nobody. Who was staying in hotels? “I don’t know” was the sentiment at the time, “aren’t those all just pop-up hospitals now?” (No.)
The solution was to soften the language in the headlines and be hyper critical of photography—nothing too happy, nothing too traveling, nothing with people near each other, etc. The plan for the site, as vaccines roll out and the landscape shifts (however it does), is to monitor content and iterate on a regular schedule—always tracing traffic metrics along the way.