Problem: How do we create a gift card buying experience that uses updated brand styles, but keeps similar functionality to the previous experience?
Often times static SEO pages get overlooked when it comes to innovation. Because of this sad reality, our gift center landing page became lost as other parts of our websites were modernized.
First and foremost, we made the gift center landing page responsive to help users buy gift cards with ease on any device. This also meant updating the navigation in favor of a more modern treatment. These simple updates allowed for more consistency across the website, since a majority of the website was already utilizing the modern navigation design as well as a responsive experience.
We also updated the overall style of the page with a new color palette and the “V” pattern that has become a staple in other SEO-related content.
The functionality of the page remained fairly similar to the previous treatment; however, we moved the terms into a modal so the length of the page is more digestible for the user. We also planned to remove the custom gift card tag feature; however, after reviewing some analytics, we realized a lot of users actually interact with that feature. Therefore, we kept it, moving it it inline with the primary content to highlight it more.