Nutrisystem Landing Page
Role: Creative Director
Company: BrandXads
Client: Nutrisystem
Focus: Landing Page UX & Conversion Optimization
Overview
Nutrisystem partnered with BrandXads to drive better performance from its paid acquisition campaigns. As Creative Director, I led the end-to-end UX and visual design for a dedicated landing page aimed at increasing conversions from health-conscious prospects searching for effective weight loss solutions.
Our goal was clear: create a landing experience that resonated emotionally, built trust quickly, and made signing up feel simple and rewarding.
Strategic Approach
Nutrisystem’s audience is often motivated by transformation, support, and convenience—but they’re also skeptical of empty promises. I focused on three core pillars to address these concerns and convert visitors:
Visual Trust (establish authority and relatability)
Simplicity (limit cognitive load and drive clear action)
Motivation (highlight real outcomes and momentum)
To drive conversions, I designed the landing page to quickly establish trust, clearly communicate value, and motivate action. The hero section features a confident, relatable woman making eye contact alongside a bold, benefit-driven headline and a clean, approachable lead form. Social proof is woven in early, using real before-and-after photos, testimonials, and specific weight-loss results to build credibility and emotional resonance. I simplified the product offering into scannable chunks using icons and microcopy, making it easy for users to understand Nutrisystem’s value without cognitive overload. A sticky CTA and offer stack with time-sensitive incentives and a money-back guarantee followed users as they scrolled—reinforcing motivation and reducing friction at every step.
Landing Page Design
Results
The new landing page saw a measurable lift in performance:
+22% increase in conversion rate over the previous control
Lower bounce rate and higher time-on-page
Became the top-performing landing page in their paid media funnel
