Avail Website

Laptop and smartphone displaying real estate rental management websites.

  • I led a vital project to transfer key marketing pages from avail.co legacy codebase to a new CMS, aiming to ease updates and reduce costs, to minimize engineering support of web maintenance.

    In the process I sought to enhance user experience, boosting SEO rankings and signups. Post-migration, page improvements included revised content and accessibility enhancements.

  • Driving SEO growth, enhancing user experience for increased signups, optimizing our site via A/B testing, all while reducing costs by empowering marketing’s efficiency.

  • Following the site migration, I honed in on improving organic search traffic through SEO and content revisions, alongside my team, and enhanced the pages by refreshing illustrations. Then, led the strategy to conduct CRO experiments alongside our partners.

  • Traffic saw a significant uptick with a 62% rise in site visitors within six months post-migration, and a remarkable year-on-year increase of 70% from FY21.

    On the efficiency front, our ability to update pages has accelerated, evident from an 84% jump in updates published in April compared to March 2022.

Timeline

 

Conversion Rate Optimization

Led the implementation of a CRO Strategy alongside a partner agency to enhance Pre-Signup/Login Pages on Avail.co to boost sign-ups through A/B and multivariate testing copy, CTAs, design, and UX. The insights gained were used to make site changes and guide future page creation,

 
 

Example Test: CTA Buttons

  • Test: Conducted a multivariate experiment to assess the impact of varying button colors and CTA copy on hero CTAs of main site pages.

  • Result: The "Get Started" CTA increased sign-up flow entry by +17%.

  • Action: Implement "Get Started" CTA on the hero sections of core pages.

Page Migrations and Redesigns

 

Resources Page Example

 

Resources Page – Before

The previous resources page was outdated, lacked functionality, and, despite being a free resource, failed to capture lead information.

Resources Page – After

The resources page was redesigned to be visually engaging and now captures lead information before distributing additional resources, such as free forms.

Forms Page – Child Page

Example of how the forms page looks to users after they've shared their email, placing them in a lead nurturing flow.

 

Laws Page – Related Page

Example of our laws pages, another section I spearheaded in redesigning, which is linked as a resource from the main resources page.