Pre-Order Landing Page driving a 30%
increase in Sales
2021
SUMMARY
In just a few weeks, our redesigned Segway pre-order landing page helped increase user clarity, simplified the decision-making process, and boosted early interest. By cutting visual clutter, introducing a scannable product slider, and clarifying the form flow, we created a smoother UX journey.
This case study shows how thoughtful layout changes driven by real-time client feedback and strategic iteration can convert confusion into clicks.
ROLE
Sole UI designer, responsible for conversion-focused landing page from concept to final design under senior designer
TOOLS
Adobe XD
How do you design a landing page that drives excitement, trust, and the first 100 sign-ups?
Segway, a globally recognised brand in personal transportation, was preparing to launch in India for the first time under a sustainability-focused parent company, HUSE (Help Us Save Earth). With this launch aimed at contributing to India’s green mobility revolution, the goal was to quickly build awareness, generate interest, and secure the first 100 pre-orders at a discounted rate.
The key challenge?
Designing a clean, product-focused interface that clearly communicated value, simplified decision-making, and made the pre-order journey effortless all while aligning with Segway’s global image and HUSE’s eco-conscious mission.
The process followed 4 steps
At each step, proper documentation and stakeholder management were crucial not only to understand their needs but also to keep our design thinking in check
01
Understanding the Brief
02
Wireframing & Layout Strategy
03
Visual Design & Iteration
04
Handoff & Final Delivery
1. Understanding Client's Brief...
As the sole UI designer, my task was to design a pre-order landing page that would not only introduce Segway
to a new market but also convert early visitors into confident buyers. The client emphasised creating a seamless, interactive user experience, one that felt intuitive, trustworthy, and appealing to both urban commuters and college students.
Planning Business Market...
India's transport Fuel Dependency
33% of India’s crude oil is consumed by transport and 80% of that is used for road transport
Automobile Market Growth
India’s auto market is the 2nd fastest growing globally, and a 30% growth recorded in 2011–2012
Shift towards Sustainability
Government pushing for electric vehicles aiming to reduce fossil fuel dependency
Launch Segway in India under a sustainability-focused parent company
Introducing Segway through HUSE to promote green transportation and support the eco-mobility movement.
Adapt Segway’s global positioning to suit the Indian market
Study local commuting patterns and user needs to ensure relevance and adoption.
Create an impactful pre-order experience to build early traction
Design a landing page aimed at securing the first 100 customers through clear messaging and a seamless user journey.
Competitor Analysis
To inform the design and positioning of Segway’s Indian pre-order landing page, I studied two prominent players in the electric mobility space: Tesla and Ola Electric. The goal was to understand how these brands communicate value, build trust, and drive user action through their digital presence.
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Positioning: Tesla emphasises innovation, sustainability, and self-sufficiency. Their landing experiences focus on educating customers through storytelling and visuals, rather than heavy promotions or advertisements.
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Design Insight: Their website is clean, visual-first, and directly ties products to their lifestyle benefits. They remove clutter to let the product speak.
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Business Model Influence: Tesla uses a direct-to-consumer (D2C) model, avoiding middlemen and advertising to keep costs transparent. This approach inspired Segway's landing page to clearly communicate pricing, benefits, and availability without distractions.
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Positioning: Ola combines affordability with sleek design and aggressive expansion. Their strategy appeals to urban users looking for a cost-efficient, modern solution.
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Design Insight: Ola leverages bold headlines, social proof, and dynamic content to keep users engaged. Their narrative blends environmental responsibility with smart technology.
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Strategic Influence: Ola’s focus on mass-market appeal and localized benefits shaped the Segway landing content to highlight use cases for college students and city commuters, aligning with India's unique mobility challenges.
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Key Insights..
Clarity over Complexity
Adopt Tesla’s minimalist approach
to emphasize product benefits
Localized Messaging
Use Ola’s tone and visuals to connect with Indian users, especially younger urban audiences
Trust-building
Both brands position themselves as educators, not sellers, a tone Segway adopts by emphasizing sustainability and cost-saving insights
Visual Identity
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Impact Snapshot
Average Time on Page
Before: 30–45 seconds
After: 1 min 20 sec
Suggests increased engagement due to clearer copy, visuals, and smoother flow
Sales Volume
Goal: First 100 customers at discounted rate
Actual: 130+ pre-orders received within campaign window
Exceeded goal by 30%
Conversion Rate
Before Launch: 2.5% of page visitors pre-ordered
After Launch: 3.25% of page visitors pre-ordered
+30% increase in conversion rate
Drop-off Rate (During Booking Flow)
Before: 65% abandoned after Step 2
After: 42% abandoned (simplified selection and pricing clarity)
Drop-off reduced by ~23%
Finally, my top learnings...
Designing for Business Goals is a Different Game
Initially, I focused more on visual design aesthetics. What surprised me was how much conversion strategy mattered things like urgency cues, pricing visibility, and CTA placement had direct impact on performance. I learned to align design with clear business metrics, not just visuals.
Real Users Don’t Behave Like Personas
What worked in theory didn’t always click with actual audiences. I assumed college students would go through all the details, but many skimmed quickly. This pushed me to simplify copy and prioritise scannable content that supports fast decision-making.