All case studies

Classification 8
landing pages

Classification 8
landing pages

Category:

Web Design, HTML/CSS, CRO

Background and problem statement

Background and problem statement

The Langtons Classification is data-led and insights-driven, shaping how wine drinkers buy, sell, and consume Australia's finest wines. The landing pages for the 8th edition of the Langtons Classification required a full redesign and further code development to align with key updates introduced in 2024. These updates included a shift from three tiers to two and the integration of 100 newly designed pages, each dedicated to a specific wine featured in the Classification.

Problem:

• The previous landing pages were not aligned with the updated structure (shift from three tiers to two).
• Lack of consistency across the main page and the 100 individual pages made navigation confusing.
• No clear conversion pathway to encourage wine purchases. (Products not visible) • CTAs (calls-to-action) were inconsistently placed, leading to drop-offs in the purchasing flow.

Opportunity:

• Standardise the page structure to ensure consistency across all 100 producer-focused pages.
• Improve information hierarchy and usability for wine enthusiasts.
• Implement conversion rate optimisation strategies to drive measurable improvements.

Problem:

• Designers had to manually update every banner size individually, leading to inefficiencies.
• Branding inconsistencies arose due to the lack of a centralised template system.
• Adapting banners for different platforms (web, email, social etc) required redundant manual effort.

Opportunity:

• Automate design updates as much as possible to reduce banner creation time.
• Standardise templates to ensure visual consistency across all assets.
• Implement flexible resizing to optimize banners for different sizes and platforms.

User research

User research

Langtons has well-defined customer archetypes, which were key in guiding the redesign.
The three primary customer types were:

• Emerging Lux
• Lux Enthusiast
• VIP

Insights from user research highlighted key needs:

• Emerging Lux and Lux Enthusiasts seek reviews and key information.

• VIPs and Lux Enthusiasts prioritise provenance, history and long term investment value.

• All three groups value clean structured layouts that quickly present key details and and most importantly clear purchasing options.

These insights informed the design decisions, ensuring that the landing pages were tailored to the expectations of Langtons' audience.

The solution

The solution

I structured the redesign with the following key considerations:

• Standardised page layouts
Developed a modular template in Figma that could be replicated across all 100 pages while maintaining flexibility for unique content needs.

• Conversion rate optimisation strategies:
I used A/B split testing to test if a product module should be included on every page giving customers a clear path to purchase related wines.

I also wanted to test whether CTAs leading to other product pages should be included.

• Enhanced information hierarchy for the master landing page
Optimised the page layout to ensure that the various top line pieces of information about The Classification were explained clearly on the main page.

I structured the redesign with the following key considerations:

• Standardised page layouts
Developed a modular template in Figma that could be replicated across all 100 pages while maintaining flexibility for unique content needs.

• Conversion rate optimisation strategies:
I used A/B split testing to test if a product module should be included on every page giving customers a clear path to purchase related wines.

I also wanted to test whether CTAs leading to other product pages should be included.

• Enhanced information hierarchy for the master landing page
Optimised the page layout to ensure that the various top line pieces of information about The Classification were explained clearly on the main page.

I structured the redesign with the following key considerations:

• Reducing repetitive tasks:
I implemented master components linked to instances to eliminate manual updates across multiple banners. The design could now be updated in one place and it would appear on differently sized banners.

• Ensuring consistency:
Created a structured template system that maintained brand alignment across all assets.

• Improving workflow efficiency:
Leveraged Figma’s automation capabilities to accelerate the design-to-production pipeline.

Additionally, I leveraged Figma’s component/instance structure to automate the design processes and enhance consistency, ensuring that designers could work more efficiently with minimal manual intervention.

Testing and validation

Testing and validation

Once the redesigned landing pages were developed I conducted A/B testing to validate CRO strategies.

Key findings included:

• Served pages that included the product module saw an increase in conversion rates compared to those without it.

• Additional "Shop Now" CTAs linking directly to product pages received more clicks than CTAs leading to informational pages, indicating a stronger intent to purchase related wines.

These insights helped validate that the new structure aligned with user expectations and of course business goals.

Impact & results

Impact & results

✔️ Redesigned the main landing page, improving clarity and providing an overview of the entire Classification, helping users understand how the Classification works and navigate to relevant wines more efficiently.

✔️ 100 secondary landing pages redesigned, ensuring consistency and a refined user experience

✔️ By optimising the landing pages with additional "Shop Now" CTAs and a product module, the changes achieved a 14.6% increase in conversion rate, improving from 4.1% to 4.7%

Reflection & next steps

Reflection & next steps

If given more time, I would explore adding additional content tailored to different users.

• Collector-focused pages could feature investment insights and historical price data.
• Enthusiast-focused pages could offer wine pairing suggestions.

The project successfully delivered a scalable, landing page framework that balances usability, storytelling, and conversion rate optimisation.

Let’s work together.

I'd love to talk about how I can help.
Please feel free to reach out to chat.
Saul Minshall

Email me at: hello@saulminshall.com

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LinkedIn

Email Me

Let’s work together.

I'd love to talk about how I can help. Please feel free to reach out to chat.
Saul Minshall

Email me at: hello@saulminshall.com

Follow

LinkedIn

Email Me

Let’s work together.

I'd love to talk about how I can help. Please feel free to reach out to chat.
Saul Minshall

Email me at: hello@saulminshall.com

Follow

LinkedIn

Email Me

Let’s work together.

I'd love to talk about how I can help. Please feel free to reach out to chat.
Saul Minshall

Email me at: hello@saulminshall.com

Follow

LinkedIn

Email Me