Unclear problem framing
The original page moved into product capabilities without clearly establishing the operational problems Avenue solves.
01 — CRO / UX
Before
→ After
SUMMARY
From unclear messaging
to a clearer path to action.
A conversion-focused redesign of Avenue's landing page. The work focused on making the problem clearer, communicating the product more effectively, and reducing friction between understanding and action.
BEFORE → AFTER
OVERVIEW
The original experience moved quickly into product capabilities without first making the visitor's problem and its consequences clear.
The redesign reframed the experience around operational pain points, clearer product workflows, stronger decision-making cues, and more direct calls to action.
THE CHALLENGE
The page explained the product
before explaining the problem.
The redesign introduced a clearer sequence:
Problem→Consequences→Solution
WHAT I IDENTIFIED
Feature-first communication
Product features were explained before visitors had a strong reason to connect them with their own problems.
Decision friction
Missing pricing, unanswered objections, and weaker conversion cues created additional uncertainty.
Weak conversion path
The experience needed clearer next steps for visitors who had already developed enough understanding and intent.
CONVERSION LOGIC
Problem→Consequences→Solution→Action