Growing Wise’s reach with effective landing pages

Read about how I designed high-performing landing pages on the Wise website, including the company’s primary homepage, visited by millions of people every month.

Understanding the problem

A focus of my role at Wise was the design and launch of high-performing landing pages and micro-apps for conversion. As part of the Organic Growth team, I would identify opportunities in the form of customer problems, and design micro-apps that address those problems. Framed as a user story, an example of these problems might be:

  • As a mother sending money to her daughter studying abroad,

  • I need to check that her IBAN is correct,

  • so that I can be sure the money is going to the right account.

This particular story led to the creation and of the IBAN Checker micro-app, still a part of Wise’s Organic Growth strategy.

Process

I would begin the process by identifying a customer need that Wise can satisfy. I would gather these ideas in an exploration phase with my team and key stakeholders, using using techniques such as brain-writing and crazy 8s. From there, I would collaborate with SEO specialists to validate the ideas through keyword research and opportunity analysis. Once we had sized an opportunity, we would develop a robust hypothesis for its success, and create a scoping document for the design.

Next, I would manage the product and content design for the micro-app, working alongside stakeholders in the organisation to make sure it met the needs of the business and our customers. We used our in-house landing page CMS to prototype experiments, test with users, gather data, and learn as much as we could, as quickly as we could.

Following the testing phase, the micro-app will go through a localisation process, before launching in a range of locales. We would measure the success of all pages we launch through robust tracking, and run experiments to maximise their impact as often as we could.

Outcome

At Wise, it was very important that the success of our landing pages and micro-apps were measured and proven against business metrics. With that in mind, I launched and tested all of our landing pages with a view to driving more users to convert. Here’s a snapshot of some of those pages:

These pages, and many others I created, continue to be key components of Wise’s web acquisition strategy.