Freelancer.com is the world's largest freelancing and crowdsourcing website with over 50 million users from all over the world. It offers a dynamic platform connecting clients and businesses with skilled freelancers worldwide, facilitating collaboration on a diverse range of projects.
The Freelancer landing page is a key step for this journey, as it serves as the first point of contact for customers with the website. It is the most critical page on the entire product for converting customers to regular users.
The problem
Freelancer is an ever-evolving product that exists in an ever-evolving landscape, and this first point of contact with customers needed to be updated. From user testing sessions the following key problems were defined that needed to be addressed:
• The previous iteration of this page was starting to look visually dated, and didn't resonate with the Freelancer brand direction
• The content of the page was not especially relevent for clients, and many customers struggled to define what Freelancer is and what it can do for them
• The value proposition of freelancer - that being the work that freelancers can produce for clients, wasn't presented in the most appealing manner
• The content of the page was not especially relevent for clients, and many customers struggled to define what Freelancer is and what it can do for them
• The value proposition of freelancer - that being the work that freelancers can produce for clients, wasn't presented in the most appealing manner
Design brief
This project aimed to address these problems by striving to achieve the following objectives:
• Redesign the page to reflect the Freelancer brand, and improve the visual design to make the content more compelling to potential customers
• Successfully and efficiently communicate Freelancer's value proposition to customers
• Increase conversion metrics for clients signing up and posting projects
• Successfully and efficiently communicate Freelancer's value proposition to customers
• Increase conversion metrics for clients signing up and posting projects
The brand
The Freelancer brand plays a key role for this page, as it essentially acts as a bridge for our user's journey from the marketing to our product. We need to fully understand where our brand sits, and what perceptions users have when they are at this par of their journey.
A brand audit was undertaken to full understand this, and therefore how we craft the ideal messaging and content to keep and emotional connection with users:
• What are the brand archetypes Freelancer positions itself against?
• How does this form our brand personality and values?
• How does this all reflect the messaging and content on this page?
• How does this form our brand personality and values?
• How does this all reflect the messaging and content on this page?
Content
From here the copy and content was updated, and address the one of the problems of the previous page where users struggled to quickly understand the core value proposition.
This also included a new content blade focusing on Freelancer's AI focused offerings.
However probably the most important content on the page is our freelancer work. One of the key findings from user testing was users wanted to see what they can get from working with freelancers, and ensuring we showcase the freelancer work in the best possible light is critical.
The previous homepage had a large block of thumbnails towards the bottom of the page, and users found this difficult to digest all at once, and often just scrolled right past. The freelancer work showcase needed to exist in some capacity throughout the entire page experience (not just a big block at the bottom), and was split up throughout the entire page, using a more engaging gallery component to aid showcasing this work in the best light.
And this of course required a more seamless mobile responsive experience.
Key results
This new iteration of the Freelancer homepage was A/B tested to ensure we don't disrupt core conversion metrics, and declared a winner with main headline wins being:
• Increase in projects posted
• Increase in connections between clients and freelancers
• Increase in sign-ups and bids on projects from freelancers
• Increase in connections between clients and freelancers
• Increase in sign-ups and bids on projects from freelancers
