Context
Ouihelp is a home care service operating through a network of local agencies, where each one of them has its own landing page. More than 80% of visits come from mobile, and the pages are the main entry point for families urgently searching for home assistance.
Problem Space
Ouihelp’s landing pages were performing well but could be optimized to better convey the brand’s values of trust, care, and reliability throughout the user journey.
Preliminary interviews showed that families needed more guidance and emotional reassurance before taking action. Testimonials, process clarity, and financing information were not prominent, and CTAs were sometimes hidden or competing with the cookie banner. The objective was to increase the conversion rate by at least +10% through a redesigned landing page and A/B testing.
Solution Space
I redesigned the landing page structure to humanize the experience and build trust.
A new hero section, clearer and more impactful, highlighting “Aide à domicile” and the local city, with a visible CTA.
Stronger social proof with reviews, testimonials, and press mentions.
A simple step-by-step explanation of the process to reassure families.
Dedicated sections for financing options and the unique benefits of Ouihelp.
Accessibility improvements across the page: better text readability, color contrast, mobile perf optimization and clear CTA placement.
Impact
The new landing page design was tested in an A/B experiment running from September to November 2025. Here are the results:
+10% increase in page-to-lead conversion
+23% improvement in lead-to-prospect conversion
+25% more qualified leads entering the VEB funnel
The redesign now serves as the new baseline for future acquisition optimizations at Ouihelp.
All Works
