PROJECT
GoToMeeting
Creative Strategy / UX / UI
Overview
This project involved a two-phase redesign of the GoToMeeting homepage to increase user conversion and align with distinct buyer needs.
Phase 1 focused on IT decision-makers. We restructured the content to emphasize business benefits over technical features, highlighting reliability, administrative control, security, and team scalability.
Phase 2 introduced personalization. We created dynamic homepage experiences for first-time visitors, returning users, and active customers. Each user segment was presented with tailored messaging, CTAs, and value propositions, enhancing relevance, reducing friction, and accelerating the conversion path.
Challenge
Phase 1: Homepage Redesign for the IT Buyer
The original GoToMeeting homepage prioritized features over strategic value, resulting in low engagement from IT decision-makers and other high-intent buyers. It lacked clarity, hierarchy, and messaging that addressed the business outcomes buyers cared about—like reliability, security, scalability, and user management.
Our challenge was to transform the homepage into a high-converting, benefit-led experience that aligned with the buying journey, spoke directly to IT priorities, and encouraged trial sign-ups, without overwhelming users with technical detail.
Approach
We identified key priorities for IT buyers, including affordability, reliability, security, and ease of management, and shifted the homepage from feature-focused to benefit-led messaging. The redesign used clear headlines, streamlined content, and strong calls to action to support faster decision-making. We introduced segmented value propositions, simplified the admin story, added social proof, and improved visual hierarchy to reduce friction and increase trial sign-ups.
Result
Through a 50/50 A/B test with U.S. desktop visitors, the redesigned homepage delivered a 51% increase in trial sign-ups. The benefit-led approach created a more emotionally and strategically resonant experience, directly aligning with the priorities of IT buyers.
Challenge
Phase 2: Personalized Homepage Experience
After focusing on IT buyers, the next goal was to create a homepage that spoke to GoToMeeting’s broader audience. We needed to tailor the experience for three distinct groups: first-time visitors, returning users, and returning paid customers. Each segment had unique goals, from signing up for a trial to discovering new products.
Approach
We designed targeted homepage variations that surfaced relevant content based on user status. First-time visitors saw clear value messaging and trial CTAs. Returning users were shown what they could achieve with GoToMeeting. Paid customers were introduced to the full GoTo suite to encourage cross-product exploration.
Result
The personalized homepage effectively met the needs of each user segment, delivering a more engaging and relevant experience. A 50/50 A/B test showed that 42% of trial users who saw the personalized version converted to an annual plan, compared to 28% in the control group. This uplift demonstrated the power of personalization to drive deeper engagement and improve conversion across the customer journey.
Let’s Work Together.
With a highly collaborative approach and a passion for creating exceptional user experiences, I'm here to bring your vision to life.