03CAMPAIGN + INTERACTION
SIGNAL / NOISE
A product launch with five competing calls to action and three weeks to run. We cut it to one ask per surface and built the campaign around that single decision.
- CLIENT
- Signal / Noise
- YEAR
- 2024
- ROLE
- Campaign, UI, Motion
- TIMELINE
- 6 weeks
01
THE PROBLEM
Five asks, three weeks, one screen.
Marketing, sales, and product each had something they needed the launch page to do. The result asked visitors to book a demo, join a waitlist, read the docs, watch a film, and subscribe, all above the fold. Almost nobody did any of them.
02
THE APPROACH
One ask per surface.
We mapped every audience to a single next step and gave each one its own surface rather than its own button. Motion was used only to show where the page had moved you, never to decorate, which kept the launch legible on a mid-range phone.
03
THE OUTCOME
One clear next step on every screen.
The campaign ran for six weeks across paid, email, and conference surfaces from a single component set. The team reused the same structure for the following two launches without redesigning it.
MEASURED ACROSS THE SIX-WEEK CAMPAIGN
DEMO CONVERSION
3.1×
Against the previous launch page on equal traffic.
BOUNCE ON MOBILE
−41%
Motion budget was cut to what the phone could carry.
CALLS TO ACTION
5 → 1
One ask per surface, decided before any design.
CLIENT NOTE
CASE 03 / SIGNAL / NOISE
“Cutting four calls to action felt reckless right up until the first week of numbers came in.”
PRIYA RAMANATHAN / VP MARKETING, SIGNAL / NOISE
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