Landing Page Template

ActiveWin was a digital marketing agency specialising in acquisition and retention for major gambling clients. Landing pages were a critical step in the user journey — guiding users from Google search ads to the betting platform while ensuring compliance (ads couldn’t link directly to the platform).

The Challenge

Landing pages were a regular BAU task, often requested at short notice — typically on a Friday afternoon — to align with sporting or TV events.

However, the process had major pain points:

• Endless rounds of revisions between marketing, design, and development.

• Feedback was often subjective, based on how the requester viewed the design on their device.

• Each revised landing page was then duplicated and reused, introducing inconsistencies across campaigns.

This created pressure on the design and dev teams, slowing productivity and reducing quality.

My challenge:
Create a scalable landing page system that:

• Reduced design and development effort.

• Improved consistency and efficiency.

• Educated stakeholders about responsive/adaptive design and its benefits.

My Process

1. Research

• Conducted competitor and landscape analysis across gambling and other high-performing sectors.

• Identified recurring content sections and conversion components.

• Studied persuasive design techniques to encourage clicks and engagement.

2. Analytics Review

• Discovered that 80% of traffic came from mobile, confirming the need for a mobile-first approach (not laptop-first as favoured by marketing).

3. Sketching & Wireframing

• Created a modular framework containing all essential marketing components (hero, steps, badges, offers, terms, etc.).

• Designed for mobile, tablet, and desktop breakpoints, ensuring adaptability and visual consistency.

4. High-Fidelity Design

• Developed mockups across four breakpoints (mobile → desktop) with an optimised container width for readability and performance.

5. Design Collaboration

• Built a shared canvas in Sketch for designers to drop assets directly into the framework.

• Tested real-world imagery and messaging for alignment.

6. Dev Collaboration & QA

• Partnered closely with developers to test, refine, and stress-test the template across devices and browsers.

7. Stakeholder Engagement

• • Hosted show & tell sessions to demonstrate how adaptive design improves user experience and delivery efficiency.

The Solution

• • Optimised layout: A/B testing proved that a shorter format (header, hero, steps, terms, footer) performed best.

  • Adaptive design: Layouts optimised for the most popular device breakpoints.

  • Streamlined workflow: Design team could quickly supply the right assets for each campaign.

  • Real-time previews: Stakeholders could view designs directly in-browser, reducing back-and-forth.

  • Scalable framework: Robust yet flexible enough to handle unique campaign needs while maintaining consistency.

Impact & Outcomes

• • Reduced design and dev time, easing pressure on both teams.

  • Faster turnaround on landing page delivery.

  • Consistent, on-brand design across devices and campaigns.

  • Improved conversion rates following rollout.

  • Better collaboration and understanding between marketing, design, and dev.

  • Paved the way for a self-serve CMS, enabling marketing execs to create landing pages independently — further reducing dependency on design and dev resources.