Asurion

Campaign landing pages

Overview

Asurion Home+ engaged our team to optimize its campaign landing experience after identifying a critical disconnect: paid media ads were performing well, but landing pages were underperforming in conversion.

As Creative Director, I led the initiative to rethink the post-click experience — aligning messaging, restructuring content, and redesigning the user journey to better convert high-intent traffic. The project included both campaign landing page optimization and the development of a supporting microsite built on WordPress.

Challenge

While the ads were driving strong engagement, users were dropping off after clicking through. The issue was not traffic quality — it was experience misalignment.

Key challenges included:

  • Inconsistent messaging between ads and landing pages

  • Complex service information that wasn’t structured for quick comprehension

  • Landing pages that lacked clear conversion hierarchy

  • Tight timelines for execution

We needed to quickly improve performance without launching a new product or overhauling the broader brand system.

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Our Desk

Our Desk

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We Brooklyn

We Brooklyn

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Strategy

Our approach centered on eliminating friction and reinforcing message continuity.

1. Heuristic & Conversion Review
We conducted a structured heuristic evaluation of the existing landing pages, assessing clarity, hierarchy, CTA prominence, cognitive load, and alignment with the ads in flight. We also reviewed landing page best practices and conversion principles to inform structural changes.

2. Message Match Optimization
We refined and edited page content to directly mirror the language, value propositions, and promises made in the ads. This improved message continuity and reduced post-click friction.

3. UX & Layout Redesign
My team led page layout decisions, restructuring the content to:

  • Present benefits before features

  • Break down complex service details into digestible sections

  • Introduce clearer visual hierarchy

  • Elevate primary CTAs

  • Reduce competing distractions

4. Microsite Development (WordPress)
In parallel, we developed a supporting microsite that logically explained the offering and provided a destination for deeper education and claim filing. The microsite was structured to guide users through the purchase journey step-by-step, improving comprehension and confidence.

Deliverables

  • Optimized campaign landing pages

  • Revised messaging aligned to live ads

  • UX and layout redesign

  • Content restructuring for clarity and conversion

  • WordPress microsite development

  • Client-facing leadership and strategic oversight

Results

  • Improved landing page conversion performance

  • Stronger alignment between paid media and post-click experience

  • Increased conversions compared to previous landing page performance

Most notably, the work directly addressed the performance gap between strong ad engagement and low landing page conversion — transforming high-intent traffic into measurable business outcomes.

As Creative Director, I’m most proud of how quickly we diagnosed the root issue and implemented strategic design and messaging changes that drove meaningful improvement.