Variation A - 28 FICO Scores version: This version promotes our most comprehensive product, FICO Ultimate 3B. Since this homepage launched, it has driven more subscription-based orders and higher LTV because this version generates more subscription-based orders.
Based on the usability test I conducted, 7 people out of 10 prefer the design of this version because of the following reasons:
1. The price is directly visible on the homepage.
2. The hero image includes the live product screenshot.
3. Hero background image idea reflects the mortgage, auto and credit card lending copy.
4. Product features are highlighted in the content area.
5. Intrigues users into wanting to learn more about the 28 FICO Scores
6. Design with accessibility in mind
LIVE URL: https://www.myfico.com/
Variation B - User-intent version: A third-party agency provide us a bare-bone wireframe and I use it as a starting point to develop the full visual design, including color usage, font selection, contrast, accessibility and icon creation.
This version generates more one-time orders and the total orders.When I do the following accessibility test, the content is still readable for visually-impaired users. The accessibility test includes: Blurry vision, Color Vision deficiency, Sunshine Sue etc.
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A/B Test - myFICO Redesign
I did two completely different redesigns for myFICO marketing website. We did a A/B test for both versions. Variation A (28 FICO Scores) has more subscription based orders and higher LTV while variation B (user-intent) has more one-time orders.
Software used: Photoshop. Sketch
