Doubling Platform Visitors via Email Engagement

Project Overview

Company/Client: DocMatter
Role: Principal UX/UI Developer
Team: Product managers & developers
Timeline: 6 Months
Tools Used: Figma, MixPanel, In-House Analytics HTML/CSS, React

Problem Statement

Emails were generating traffic, but users had no dedicated landing experience because the were forced to login, leading to missed engagement opportunities and high drop-off rates.

The Challenge

• The company relied on email marketing to drive traffic, but user engagement was low.
• Emails lacked a compelling destination, and users struggled to find relevant information after clicking.
• The absence of a Product Detail Page (PDP) resulted in high drop-off rates and fewer conversions.

Research & Strategy

Key Research Steps:

• Analyzed user behavior data to identify where drop-offs occurred.
• Conducted competitive research on email-to-platform journeys.
• Partnered with marketing & analytics teams to align PDP goals with campaign strategies.
• Defined success metrics: Increase email-driven platform visitors & reduce bounce rates.

The Solution

Key Enhancements:

• Designed a dedicated PDP as the primary landing experience for email traffic.
• Ensured the PDP was mobile-friendly, scannable, and conversion-focused.
• Implemented clear CTAs, engaging visuals, and structured content to boost engagement.
• Optimized for SEO & page load speed to improve retention.
• Worked with developers to integrate tracking & analytics for measuring success.

Implementation & Collaboration

• Built interactive prototypes in Figma and iterated based on stakeholder feedback.
• Collaborated with developers to ensure a seamless transition from email to PDP.
• A/B tested different layouts, CTAs, and messaging to maximize engagement.

Results & Impact

Key Outcomes:

• Doubled platform visitors from email campaigns – from 6.4K to 13.7K per month.
• Improved engagement metrics, with users spending more time on the platform..
• Reduced bounce rates by ensuring content relevance & clear navigation..
• Provided a scalable framework for future email-driven campaigns.

Lessons Learned & Next Steps

What Worked:

• Creating a clear email-to-platform journey significantly boosted engagement.
• A data-driven approach ensured UX/UI decisions were impactful.

Challenges:

Balancing marketing needs vs. UX priorities required close collaboration.

Next Steps:

• Further optimize the PDP using heatmaps & user feedback.
• Explore personalized PDP experiences to tailor content for different audiences.