Case Study: Optimizing Gaming Landing Experience for Higher Conversion + Relevance

Role: Digital Marketing Specialist/Creative Strategist at Steelcase

Skills: UX/CRO, funnel strategy, content strategy, analytics, customer insights

Team: Performance marketing, Web/UX, Creative, Product

Timeline: 4-6 weeks

Overview

Gaming-focused ads for ergonomic chairs were driving high traffic but producing low conversions and high bounce rates. My goal was to understand why gaming-intent users weren’t engaging and recommend a clearer, more effective landing page experience.

Strategy

  1. Route gaming ads directly to the PDP

    Shortens the funnel and matches user intent with immediate product details

  2. Restructure the gaming page to be product-forward

    • Lead with ergonomic benefits for gaming

    • Move product modules higher on the page

    • Add clear CTAs linking to PDPs

    • Keep lifestyle content secondary to help reinforce, not distract

The Challenge

  • The gaming landing page led with lifestyle storytelling instead of product clarity

  • User behavior showed low scroll depth and limited interaction

  • PDPs performed significantly better for other audiences, but gaming users weren’t being directed there.

Core issue: Ad intent didn’t match the landing page experience.

Implementation

  • Audited landing performance with Adobe + heatmaps

  • Built a simplified content hierarchy for the updated gaming page

  • Aligned creative + product teams on ad-to-page messaging

  • Partnered with UX to plan a product-first layout

Research + Insights

  • High bounce rates across all gaming campaigns

  • Users disengaged early, most left before reaching product modules

  • PDP visitors showed higher intent and stronger conversion behavior

  • Competitive analysis: gaming audiences expect feature clarity, not lifestyle-first messaging

Insight: Users wanted to evaluate chairs as products, not as part of a lifestyle movement.

Outcomes

After testing new routing logic:

  • Bounce rate decreased

  • PDP engagement and add-to-cart behavior increased

  • Gaming users behaved more like high-intent ergonomic shoppers

The recommendations also set groundwork for future gaming-focused testing and clearer messaging frameworks.

Next

Project Two: Creative Standards Framework