Reap Commerce: High-Performance Landing Page Optimization
Strategic focus:
Conversion Rate Optimization (CRO) & lead generation
Domain expertise:
Multi-Vertical: F&B, Luxury Retail, & Real Estate
Project duration:
Rapid Deployment & A/B Testing Cycles
Platform scope:
Search-Optimized (SEO/SEM) Landing Pages
Context & Challenge: Optimizing the First Impression for Conversion
At Reap Marketing, my primary focus was Growth UX—designing high-intent landing pages that converted traffic from paid and organic search into tangible business leads. The challenge across our client roster was common: they were investing heavily in traffic but losing potential customers due to landing pages that lacked a clear value proposition or a friction-free path to action.
My mandate was to architect landing pages that maximized ROI for three key clients:
- Maggiano’s Little Italy: Creating dedicated landing pages for seasonal promotions and private dining to drive instant reservation bookings.
- Fuller’s Jewelry: Designing specialized high-ticket landing pages focused on appointment setting and lead capture for luxury buyers.
- Hartman Terilli Realty Group: Developing high-performance property search pages designed to convert casual browsers into qualified real estate leads.
Strategic Approach: Precision Architecture for High-Intent Action
1. Landing Page Hierarchy & Information Scent
I specialized in designing pages that maintained a strong "information scent," ensuring that the content a user saw after clicking an ad perfectly matched their expectations. For each client, I established a clear visual hierarchy that prioritized the unique value proposition (UVP) above the fold, followed immediately by social proof and a singular, high-contrast Call to Action (CTA). This focused approach stripped away the distractions of a full website to keep the user on a narrow path toward conversion.
2. Trust Signaling & Social Proof Integration
For high-consideration brands like Fuller’s Jewelry, the landing page had to do more than just sell—it had to build immediate trust. I integrated strategic trust signals, such as certified reviews, security badges, and professional photography, into the conversion path. By positioning these elements near the CTA, I addressed user anxiety at the exact moment of decision-making, which is critical for converting users on high-ticket luxury items.
3. Lead Form Optimization & Friction Reduction
A core part of my strategy involved auditing and redesigning lead capture forms. For Hartman Terilli, I focused on reducing the cognitive load by implementing progressive disclosure—only asking for essential information first—and optimizing form layouts for mobile users. By streamlining these "bottom-of-the-page" interactions, I successfully lowered the barrier to entry, making it as easy as possible for a user to submit their information.
Strategic Impact: Measurable Gains in Lead Velocity and Acquisition
By applying a disciplined CRO methodology to landing page design, I delivered consistent growth for our agency clients:
- Maximized Marketing ROI: Significantly improved the Visitor-to-Lead conversion ratio across all three clients, ensuring marketing budgets resulted in more bookings and inquiries.
- Enhanced Lead Quality: For Hartman Terilli, the restructured property search pages led to an increase in higher-intent leads, providing the sales team with better-qualified prospects.
- Frictionless Reservations: For Maggiano’s, the optimized promotion pages led to a direct uptick in digital reservation volume by simplifying the path from "Browse" to "Book."
- Scalable Templates: Developed a series of high-conversion landing page templates that the agency could leverage across future clients, increasing our internal speed-to-market.
