Case Study

Monday.com Landing Page Optimization

Leveraging User Experience Insights for Enhanced Conversion on Monday.com

Hero CTA performs well

The ‘Get Started’ CTA on Monday.com’s landing page achieved a notable first-click rate from participants (39%).

High negative impressions

Feelings of being overwhelmed (34%) and confused (25%) were too prevalent on the page.

Complicated overlapping elements

Participants mentioned a misuse of whitespace among complex product images that confuse rather than educate.

The Monday.com CRM landing page underwent an evaluation to more effectively attract and convert its main audience, which includes sales professionals and marketers. This effort was driven by the observed gap between what users say they prefer and their actual behavior on the page.

Research Goals

The study aimed to analyze user interactions with the landing page to identify areas of strength and opportunities for increased conversion efficiency.

Timeline

Screenshots of Monday.com’s landing page were captured from their website. A feedback survey and usability test were developed to evaluate the engagement and effectiveness of the content. The results were analyzed within a day based on feedback from survey participants.

Methodology

Monday.com’s landing page was tested using remote user surveys through Helio, where participants reacted to the design using a variety of quantitative and qualitative methods. The Monday.com survey was then copied and used to test 4 competitor landing pages in order to understand where Monday.com excels in the market and where they can learn from their competitors.

Landing-page-data-comparison-framework

Once the responses were collected, the data was gathered into this comparison framework for surfacing quick signals across the landing page variations.

Research Panel

A ready-made audience of Marketers and Sales Professionals in the United States was utilized to collect 100 responses for each of the five competitor landing pages.

Test Setup

The study utilized an array of quantitative and qualitative metrics, such as the success level of specific CTAs and the emotional reception to the landing page’s content.

The test setup for the Monday.com landing page optimization study included a series of questions designed to understand user behavior and perceptions as they interacted with the landing page. Here’s a summary of the test setup based on the provided questions:

Comprehension: Participants were requested to explain the purpose of the page. This was done to assess whether the page’s messaging and design effectively conveyed its intentions and offerings. Frequent keywords in the responses, such as “CRM,” “software,” and “sales,” indicated that the page primarily promotes CRM software solutions for sales teams.

Qualitative written responses from participants

First Interaction: Participants were instructed to click on the element they would typically select first while navigating online tools. The goal was to pinpoint the primary areas of interest or initial points of engagement on the page. A subsequent question inquired about the rationale for their choice, with frequent terms mentioned including “software,” “CRM,” and “free.”

First click interactions

Information Seeking: Users were instructed to click where they would go to learn if the tool could be useful for their company. This helped to identify which parts of the page were perceived as most informative regarding product suitability. Reasons for their choices were explored in a follow-up question, with “product,” “company,” and “software” being frequent in the responses.

Participants click to complete a directive

Emotional Reaction: This question aimed to capture the overall impression the page gave to the respondents, allowing them to select from multiple options. They were also asked to explain their choices, providing insight into the user’s perception of the page’s content and design.

Impression test results should support decision making.

Likelihood to Engage: A Net Promoter Score (NPS) question measured the likelihood that respondents would use Monday.com for their business or company, on a scale from 0 to 10. The median rating was an 8, with a follow-up question probing into the reasoning behind their rating. Keywords from the responses included “software,” “free,” and “business.”

Numerical scales easily allows people to show their likelihood to engage.

Overall, the test was structured to gauge the initial attraction to key elements of the page, the clarity and utility of the information provided, the user’s general impression of the page, and the likelihood of the product being adopted by the user’s business. The use of common keywords and follow-up questions provided a deeper understanding of user motivations and barriers to conversion.

Analysis and Synthesis:

Hero CTA performs well

The ‘Get Started’ CTA on Monday.com’s landing page achieved a notable first-click rate from participants (39%).

First click interactions

This percentage of participants immediately interacting with the primary CTA on their site is comparable to other competitor homepages, which also received around 30-40% engagement on those actions.

High negative impressions

Feelings of being overwhelmed (34%) and confused (25%) were too prevalent on the page.

Impression test results should support decision making.

Despite providing the helpfulness that other competitors produced as well, these negative impressions hurt Monday.com’s net positive alignment, the sum of the positive impressions produced by the experience minus the sum of the negative.

Complicated overlapping elements

Participants mentioned a misuse of whitespace among complex product images that confuse rather than educate.

Complicated visuals on Monday.com's homepage

These types of graphics, combined with an abundance of white space in between, didn’t provide users with a clear flow of educational information:

Complicated visuals on Monday.com's homepage

Monday.com’s design flaws led to their homepage faring the worst in terms of emotional reception:

Emotional reactions across competitor homepages

Gaps of 10% or more in net positive alignment signal that one variation is being received very differently than another, so a drop of nearly 70% between Monday.com and competitors indicates a severe issue with user experience.

View the Helio Example

Outputs/Deliverables

We wrote a blog post to elaborate on how this testing works into the practice of landing page optimization. 

We also produced a guide for testing landing page optimization just as we did with Zoho:

Next Steps and Recommendations

Break up white space: many participants sharing negative impressions indicated an overwhelming amount of white space on the page.

Bring clarity to images: reduce overlapping elements and focus on the features in each image that you’re trying to convey in each content module.

Reflections:

The contrast between the low emotional reception and the high CTA engagement prompts a closer look into the user experience design of Monday.com’s landing page to ensure that positive user sentiment is effectively captured and converted into desired actions.

Build something your users truly want