client
Opalescence
role
Web design
Web development
marketing
year
2021
Targeted Landing Page Design
Opalescence Teeth Whitening is a professional whitening system that comes in the form of trays, toothpaste, and in-office whitening solutions. Their main market is dental clinicians, but there is a consumer market where they sell toothpaste and GO Trays online.
I was assigned to create four landing pages that target four different consumer markets for toothpaste. The consumers would be led to the landing page by targeted ads that I would also be creating. The ads and the landing page needed to appeal to the specified markets enough to attract them and finish the journey to the product purchase page on the main domain.
Challenge
As mentioned, I needed to create four different web and ad designs that targeted different markets for their toothpaste. So whatever imagery and design approach I took needed to attract those markets. The four markets that the strategist wanted me to design for were: Value Shoppers, Salon & Spa Goers, Bargain Hunters, and Busy Moms. I researched quite a bit of inspiration, and created solutions that stayed within the guidelines of the existing branding.
Final Ad Designs
I actually created the designs for the landing pages first, and then designed social media ads to match the style and branding of the landing pages. I needed the ads to look consistent with the landing pages so that the consumer didn’t get confused when entering the landing page. I also needed the visuals for the ads to be compelling for better click-rate. Below you can see the final social media designs.
Final Landing Pages
I started with a total of six mockup designs, but the strategist working with me on this project narrowed it down to the four she liked the most. Below are the final landing page designs she decided on. The landing pages had a pretty simple goal, to get consumers to land there based on ad clicks then for them to end up at the site shopping cart. The layouts would be similar but arranged differently depending on the market they would serve. The contend varied according the market as well.
Overview
This project required quite a bit of research for visual inspiration. I needed to be able to communicate with specific markets in a noisy online environment. I needed to identify with these marketings and find visually appealing graphics to attract them to purchase toothpaste. The copy and the strategy were provided, but I needed to make sure that visually the ads and landing pages aligned with who was being targeted. It was a really good learning experience and made me realize the importance of persona creation. The more you know about your intended market, the better outcome and effectiveness of the digital asset.
Christa Kranig 