The Atlantic
Landing Page
Developing a visual language and direction that feels fresh and enticing to people outside of The Atlantic's current reader base.
GOAL
The goal was to convert users to subscribers of The Atlantic by creating paid social ads for Facebook and Instagram that drive users to an engaging landing page. The campaign aimed to attract a younger demographic of readers, who were underrepresented in The Atlantic's reader base, by developing a visual language and direction that felt fresh and enticing.
MY ROLE
As the Lead Product Designer on this project, I worked with art directors and copywriters at WITHIN to design and develop this landing page for The Atlantic. I designed the page layout according to the campaign's visual language and implemented it with CSS workarounds.
BREAKING DOWN THE PROCESS
The landing page is meant to to inform users and drive them to click the links, which need to be accessible without being in their face. We wanted the user to be able to learn more about the publication while still being led down the funnel.
Designing around the theme of "insight," I split the page into 4 sections: a visually stunning header combined with impactful copy, features of The Atlantic, benefits of subscribing, and a summary.
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Each section includes a button linking to a page where users can subscribe.
RESULTS
This project was just one part of a wider advertising effort. As a result of the entire campaign, The Atlantic had a 129% increase in subscriptions within the first two months. Among them, there was a significant increase in the target audience of millennials and women.
CHALLENGES
Implementation was the most difficult part of this project.
The platform we used, Unbounce, didn't include a lot of the features we needed for developing a simple landing page.
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As a solution I had to find CSS workarounds for adding drop shadows and installing fonts to match brand standards.