Overview
The Destination page was one of A Place for Mom's highest-traffic pages via organic search, but a high bounce rate meant most of that traffic never reached a community listing.
Problem
Despite strong search traffic, the page wasn't converting — visitors weren't engaging with or navigating on to actual senior living communities.
What I did
- Reviewed analytics showing the page underperforming other site pages, then explored three wireframe directions elevating communities above the fold with search and care-type filters
- Worked through a key strategic question with stakeholders — should this page function as a search tool or an acquisition landing page — and designed two new visions from the existing design system to answer it
- Built full desktop and mobile flows plus an ideal search-results page, validated through user testing with largely positive feedback
- Cut scope against developer and resourcing constraints — removing search, sticky menu, comparison chart, and map — and retested a version combining the original destination structure with new service modules
- Finalized the design after further paring back unrealistic filters, landing on a care-quiz flow for reuse sitewide, A/B testing for lead generation, and SEO-focused content above the fold
Outcome
A redesigned Destination page balancing SEO performance with real conversion paths, validated through multiple rounds of user testing and shipped within real engineering constraints.