DPN
UX research, CRO, UX design
2017 - 2019
Awards and recognition
Gold - Sydney Design Award 2016
3 x Silver - W3 Award 2016
DPN is an award-winning financial services and property investment company based in Sydney, Australia. A website redesign was required to promote the wide range of services offered by the company and increase the conversion rate.
Related projects
DPN — Branding
Related projects
DPN — Branding
DPN offers a variety of interconnected services and products including:
Objective
The redesign achieved improvement in the UX ensuring that the products and services are presented clearly and improved the overall conversion rate of the website.
Problems
- Property investment strategy and research
- Positive income properties
- Finace service
- Property management
Objective
The redesign achieved improvement in the UX ensuring that the products and services are presented clearly and improved the overall conversion rate of the website.
Problems
- Generate trust and awareness
- Create new business opportunities from new and existing customer
- Guide the customer in the property investment journey
Results
-65%
Cost per aquisition +92%
Conversion rate+57%
av. position in Google Ads
Customer journey
A single customer may enquire for any of the services via digital advertising while many returning clients could be interested in new services. It has been fundamental understand the lead funnel in relation with the userflow.
Existing data from Google Analytics, Facebook ads and Adwords has been taken into consideration for the initial understanding of the user profiles and behaviours.
Proto-personas have developed and aligned to the CX journeys helping to identify user flows, pain points and emotional status of the users.
The user journey has been mapped including all the entry points from digital marketing campaigns and other promotinal materials.
User interviews and competitor analysis also highlighted the needs to create strong credibility around the brand and the services provided.
![]()
![]()
User interviews also led to an empathy map which has been fundamental for the visual and the content design of the landing pages.
A single customer may enquire for any of the services via digital advertising while many returning clients could be interested in new services. It has been fundamental understand the lead funnel in relation with the userflow.
Existing data from Google Analytics, Facebook ads and Adwords has been taken into consideration for the initial understanding of the user profiles and behaviours.
Proto-personas have developed and aligned to the CX journeys helping to identify user flows, pain points and emotional status of the users.
The user journey has been mapped including all the entry points from digital marketing campaigns and other promotinal materials.
User interviews and competitor analysis also highlighted the needs to create strong credibility around the brand and the services provided.
User interviews also led to an empathy map which has been fundamental for the visual and the content design of the landing pages.
Page structure
Each landing page hosts a large number of information without overwhelming the user.
Data analysis has been fundamental to build a succesful conversion funnel. Tools such as VWO and Google analytics has been fundamental to obser user behevior.
The conversion funnel includes initial steps to build strong brand awarness. Social proofs and testimonials has been used to convey trust while connecting with costumer at an emotional level.
![]()
Articles and page contents featuring data from reliable and third-party sources have been designed to support the enquire process.
The page structure has been developed to allow several layers of information to be organised hierarchically in a limited space without sacrificing the clean look and feel of DPN brand.
Each landing page hosts a large number of information without overwhelming the user.
Data analysis has been fundamental to build a succesful conversion funnel. Tools such as VWO and Google analytics has been fundamental to obser user behevior.
The conversion funnel includes initial steps to build strong brand awarness. Social proofs and testimonials has been used to convey trust while connecting with costumer at an emotional level.
Articles and page contents featuring data from reliable and third-party sources have been designed to support the enquire process.
The page structure has been developed to allow several layers of information to be organised hierarchically in a limited space without sacrificing the clean look and feel of DPN brand.
A/B testing and dymanic contents
Dynamic contents have been instrumental to personalised the page based on the digital marketing entry point, lead funnel stage and profile.
Adwords SKAG campaigns The campaign portfolio has been widened with the introduction of several SKAG campaigns related to the DPN flat-ship products ensuring high-quality acquisitions at a reduced cost thanks to CPC discount applied to high-quality score ads. The SKAG campaigns have been supported with a landing page with dynamic headlines to increase the CR.
![]()
Display campaigns and retargeting Several dynamic display ads have been created based on DPN properties to increase the number acquisitions.
Retargeted lists have been fundamental to increase the CR and lead quality. The users have been segmented and retargeted with target display ads linked to specific landing pages featuring selected high-growth and positive income properties.
For more information
DPN — Digital Marketing
Frequent A/B testing has been fundamental to validate assumptions and refine page layouts.
Dynamic contents have been instrumental to personalised the page based on the digital marketing entry point, lead funnel stage and profile.
Adwords SKAG campaigns The campaign portfolio has been widened with the introduction of several SKAG campaigns related to the DPN flat-ship products ensuring high-quality acquisitions at a reduced cost thanks to CPC discount applied to high-quality score ads. The SKAG campaigns have been supported with a landing page with dynamic headlines to increase the CR.
Display campaigns and retargeting Several dynamic display ads have been created based on DPN properties to increase the number acquisitions.
Retargeted lists have been fundamental to increase the CR and lead quality. The users have been segmented and retargeted with target display ads linked to specific landing pages featuring selected high-growth and positive income properties.
For more information
DPN — Digital Marketing
Chatbot
A chatbot is able to reply to general questions at anytime.
The bot generates acquisitions by collecting information such as contact details. A number of automated sequences were designed to send to the user engaging articles, selected based on the previous interaction of the user with the bot.
Related projects
DPN — Chatbot
A chatbot is able to reply to general questions at anytime.
The bot generates acquisitions by collecting information such as contact details. A number of automated sequences were designed to send to the user engaging articles, selected based on the previous interaction of the user with the bot.
Related projects
DPN — Chatbot
Helpdesk and articles
A helpdesk and an articles section has been designed as part of the UX strategy
The discovery phase led to the understanding that most of the users lack trust in the property investment agencies, and they don’t feel ready to enter the property market.
As part of the UX strategy, a series of educational articles and guides have been created addressing different personas profiles and step in the customer journey.
Card sorting workshops and affinity diagrams has been to define the information architecture for the helpdesk and articles section.
Related projects
DPN — Your Journey
DPN — Property investment Plan