Rate Detective

1. What is happening in the market?
2. How do we compare?
3. How could we do better?
4. Is the page engaging?
5. Can people see the logo?
6. Why would they get a quote?
7. What is their next step?

Services involved

• Search and online advertising strategy
• Landing page design and optimisation

We used market-leading eye tracking technology to analyse up to 20 product and quote pages of direct and indirect competitors. Doing this helped us understand what page designs were pleasing to the eye, distracting to the eye and those which made meaningful use of design elements.

Creating personality

Rate Detective were using a detective on their pages already. He was a Sherlock Holmes style detective placed divisively throughout the site to emphasise calls to action. Nothing wrong with that but we thought we could breathe more life to this character and time travel him into the twenty-first century. This is when we conceived the idea of a quirky detective. A character the company could play on and absorb into all their communications.

We designed two variations of the page to see which would work best. Both concepts were strong however, we didn't want to go on gut feelings, we needed data to tell us which the audience preferred.

Optimisation

Once we knew which test was stronger we re-examined the focal elements on the page. We made slight tweaks to copy and content to ensure the best messaging was being picked up in our design analysis software.