Smartmail Marketing page - Canada Post

The campaign

Canada Post has many products and services and creates dedicated website pages and microsites to promote them. They often use agency partners to supply the initial copy and sometimes the design work. My team then edits the agency’s materials from a UX perspective. A few years ago, we were asked to work on an agency-led campaign that was being created to promote Canada Post Smartmail Marketing.

The challenge

The original copy for this page was lengthy and hyper-detailed. It also incorporated a number of non-specific CTAs and navigation titles that were somewhat vague. Our team was advised to use the copy we received and just proofread it and finalize the page for development with missing meta data and accessibility pieces like CTA alt text which we did. The page underperformed and had a high bounce rate, so the stakeholders brought it back to our team a few months later for UX recommendations that could potentially enhance its performance.

The solution

Together with a senior designer, I revamped this page from top to bottom. The copy was tightened and tweaked with UX writing best practices in mind. Whole sections were cut while others were rearranged to enhance the content flow and avoid overwhelming users. CTAs and headers were enhanced with more specific language. The navigation was rewritten in CTA format to attract user attention and help them easily navigate through the page to find exactly what might benefit them. Our rework of this page dramatically improved its performance and reduced its bounce rate.