Maximizing SEO Traffic:
Reducing Top-of-Funnel Drop-offs to Achieve +10.65% Conversions
A high-performing landing page requires more than just great design—it needs strategic UX, SEO, and data-driven decisions.
I led the redesign of My Perfect Resume’s Builder Landing Page, optimizing structure, content hierarchy, and user experience to boost engagement and conversions.
Maximizing SEO Traffic:
Reducing Top-of-Funnel Drop-offs to Achieve +10.65% Conversions
A high-performing landing page requires more than just great design—it needs strategic UX, SEO, and data-driven decisions.
I led the redesign of My Perfect Resume’s Builder Landing Page, optimizing structure, content hierarchy, and user experience to boost engagement and conversions.
Maximizing SEO Traffic:
Reducing Top-of-Funnel Drop-offs to Achieve +10.65% Conversions
A high-performing landing page requires more than just great design—it needs strategic UX, SEO, and data-driven decisions.
I led the redesign of My Perfect Resume’s Builder Landing Page, optimizing structure, content hierarchy, and user experience to boost engagement and conversions.
⚡ Case Study at a Glance
⚡ Case Study at a Glance
My Perfect Resume’s Builder Landing Page was struggling to maintain its SEO ranking, impacting revenue.
I led a strategic redesign to improve usability, content clarity, and engagement while preserving SEO integrity.
Through collaboration and A/B testing, we achieved a 10.65% increase in conversion rate, driving $354,852 in annualized revenue impact.
#SEOOptimization
#MotionDesign
#UsabilityTesting
#ConversionOptimization
#Illustration
#UserBehaviorAnalysis
#StrategicThinking
#DataDrivenDesign
The problem
The Resume Builder page was a critical entry point for new users, but its declining visibility on Google’s first search results page for “Resume Builder” threatened both acquisition of new users and revenue.
Since organic search drives the majority of My Perfect Resume’s business, maintaining a strong ranking was essential. To stay competitive, we needed to not only regain search visibility but also enhance user engagement and conversion performance.
After analyzing heatmaps of the page, we discovered users were dropping off at the "Why you should use our resume builder" section. While this section was meant to prove value for users, it's lengthy delivery was proving less successful. It was clear we needed to reduce the page's length and refine and refresh content.
The Resume Builder page was a critical entry point for new users, but its declining visibility on Google’s first search results page for “Resume Builder” threatened both acquisition of new users and revenue.
Since organic search drives the majority of My Perfect Resume’s business, maintaining a strong ranking was essential. To stay competitive, we needed to not only regain search visibility but also enhance user engagement and conversion performance.
After analyzing heatmaps of the page, we discovered users were dropping off at the "Why you should use our resume builder" section. While this section was meant to prove value for users, it's lengthy delivery was proving less successful. It was clear we needed to reduce the page's length and refine and refresh content.
Snippets of the page before: ineffective hero image, disconnected 3 easy steps, and weak value proposition section
Snippets of the page before: ineffective hero image, disconnected 3 easy steps, and weak value proposition section
UX Audit & Key Insights
We conducted a design audit and performance analysis to reveal several usability and content challenges impacting both SEO and conversion rates. Key issues included:
We conducted a design audit and performance analysis to reveal several usability and content challenges impacting both SEO and conversion rates. Key issues included:
Lengthy & Weak Value Proposition – The "Why Use My Perfect Resume?" section was long, unstructured, and difficult to scan, leading to high drop-off rates, as confirmed by heatmaps.
Lengthy & Weak Value Proposition – The "Why Use My Perfect Resume?" section was long, unstructured, and difficult to scan, leading to high drop-off rates, as confirmed by heatmaps.
Ineffective Hero Section – The hero image featured a generic resume with bullet points being added, failing to resonate with users or communicate value. Additionally, the H1 and supporting copy were overly wordy, making the section feel cluttered.
Ineffective Hero Section – The hero image featured a generic resume with bullet points being added, failing to resonate with users or communicate value. Additionally, the H1 and supporting copy were overly wordy, making the section feel cluttered.
Unclear Visual Hierarchy – The “3 Easy Steps” illustrations were animated and meant to be engaging, but disconnected from their corresponding text, leading to cognitive friction.
Unclear Visual Hierarchy – The “3 Easy Steps” illustrations were animated and meant to be engaging, but disconnected from their corresponding text, leading to cognitive friction.
My Role & Collaborative Approach
My Role &
Collaborative Approach
As Lead Designer, I owned the end-to-end design strategy for the page, working closely with a content writer, SEO manager, and stakeholders to ensure a balance between UX best practices and search performance.
This collaborative approach enabled us to rapidly iterate, validate hypotheses through A/B testing, and deliver a high-impact solution that met both user needs and business objectives.
As Lead Designer, I owned the end-to-end design strategy for the page, working closely with a content writer, SEO manager, and stakeholders to ensure a balance between UX best practices and search performance.
This collaborative approach enabled us to rapidly iterate, validate hypotheses through A/B testing, and deliver a high-impact solution that met both user needs and business objectives.
Early concept sketches for the '3 Simple Steps' section, exploring ways to visually represent key builder features with clarity and simplicity.
Early concept sketches for the '3 Simple Steps' section, exploring ways to visually represent key builder features with clarity and simplicity.
Key Challenges & UX Considerations
Key Challenges
& UX Considerations
Throughout the redesign, we navigated several UX challenges:
Throughout the redesign, we navigated several UX challenges:
Content Simplification Without SEO Loss – Condensing key sections without disrupting SEO backlinks and keyword relevance required careful copy refinements and strategic use of structured content blocks.
Content Simplification Without SEO Loss – Condensing key sections without disrupting SEO backlinks and keyword relevance required careful copy refinements and strategic use of structured content blocks.
Enhancing Value Propositions with Motion – We aimed to introduce animation for the value proposition section to make the content more engaging, but without causing development delays that would prolong ranking issues.
Enhancing Value Propositions with Motion – We aimed to introduce animation for the value proposition section to make the content more engaging, but without causing development delays that would prolong ranking issues.
Balancing User Expectations & Performance Goals – Ensuring the content met user expectations while integrating conversion-focused optimizations required a data-driven approach, referencing heatmaps, user behavior trends, and A/B testing insights.
Balancing User Expectations & Performance Goals – Ensuring the content met user expectations while integrating conversion-focused optimizations required a data-driven approach, referencing heatmaps, user behavior trends, and A/B testing insights.
solutions & outcomes
We addressed the earlier mentioned UX challenges through the following solutions:
We addressed the earlier mentioned UX challenges through the following solutions:
Content Simplification Without SEO Loss – To preserve backlinks and SEO integrity while reducing page clutter, we restructured content placement. Less critical information, such as resume template descriptions, was moved to hover interactions, ensuring users could access details when needed without overwhelming the default view.
Content Simplification Without SEO Loss – To preserve backlinks and SEO integrity while reducing page clutter, we restructured content placement. Less critical information, such as resume template descriptions, was moved to hover interactions, ensuring users could access details when needed without overwhelming the default view.
Enhancing Value Propositions with Motion – Instead of overhauling the Value Proposition section—which would have significantly delayed the timeline—we repurposed existing animation assets, updating them for greater impact while minimizing production time. By handling the animations myself, we also eliminated the need for additional motion design resources, keeping the project on track.
Enhancing Value Propositions with Motion – Instead of overhauling the Value Proposition section—which would have significantly delayed the timeline—we repurposed existing animation assets, updating them for greater impact while minimizing production time. By handling the animations myself, we also eliminated the need for additional motion design resources, keeping the project on track.
Balancing User Expectations & Performance Goals – UX research revealed that users wanted to see how the builder worked before committing to the product. To address this, we incorporated a Builder demo video, providing a clearer preview of the experience, increasing engagement, and building user confidence.
Balancing User Expectations & Performance Goals – UX research revealed that users wanted to see how the builder worked before committing to the product. To address this, we incorporated a Builder demo video, providing a clearer preview of the experience, increasing engagement, and building user confidence.
Validating Success Through A/B Testing
Validating Success
Through A/B Testing
To ensure our design changes translated into measurable impact, we A/B tested the new page against the original. The results confirmed significant improvements:
To ensure our design changes translated into measurable impact, we A/B tested the new page against the original. The results confirmed significant improvements:
10.65% increase in conversion rate (CVR)
10.65% increase in conversion rate (CVR)
$354,852 in annualized revenue impact
$354,852 in annualized revenue impact
By addressing SEO, usability, and engagement simultaneously, we successfully improved search rankings, user retention, and business outcomes, with quantifiable validation through A/B testing. The success of this test not only validated our design approach but also informed future landing page optimizations, reinforcing the value of data-driven UX decisions across the organization.
By addressing SEO, usability, and engagement simultaneously, we successfully improved search rankings, user retention, and business outcomes, with quantifiable validation through A/B testing. The success of this test not only validated our design approach but also informed future landing page optimizations, reinforcing the value of data-driven UX decisions across the organization.
The final design: a streamlined hero section, updated '3 Easy Steps' illustrations, and a condensed, animated value proposition for improved clarity and engagement.
The final design: a streamlined hero section, updated '3 Easy Steps' illustrations, and a condensed, animated value proposition for improved clarity and engagement.
Explore the redesigned page and see the impact firsthand
Explore the redesigned page and
see the impact firsthand
view the live site
contact
chrystal k. ulanday