iFood Benefits
Context
The project focused on creating and optimizing landing pages for iFood Benefits to increase qualified lead acquisition and reduce friction across the hiring journey.
My Role
Designed and implemented acquisition-focused landing pages, defining structure, visual hierarchy, mobile-first layouts, and builder implementation.
Duration
Jun - Sep 2022
The problem
Only 0.04% of visitors completed the funnel, with more than 99% dropping off at the first step.
The experience lacked clarity, required too much effort upfront, and wasn’t optimized for mobile usage. Near the end of the journey, an additional 40% drop-off occurred at the payment stage.
What was getting in the way
Unclear value proposition on first contact
Fragmented entry points leading to inconsistent flows
Long and invasive forms early in the journey
Layouts not optimized for mobile devices
Design focus
The work focused on simplifying the experience rather than adding new elements.
Key priorities included clearer messaging, fewer steps, reduced cognitive load, and a more predictable journey from landing to conversion.
What was delivered
✦ Hero & value proposition
Clear value proposition communicated above the fold
Headline focused on practical benefits instead of feature explanation
Primary CTA positioned early to encourage exploration
Reduced visual noise to keep focus on the main message
✦ Conversion strategy
Minimal form with reduced number of required fields
Form positioned after value communication, not before
Clear CTA aligned with the user’s intent
Low-friction entry point designed to increase completion rate
✦ Content structure
Information broken into clear, scannable sections
Benefits grouped by use case instead of long explanatory text
Icons and illustrations supporting fast visual understanding
Progressive disclosure to avoid overwhelming users early
Separation between informational content and conversion areas
✦ Decision support
Clear categorization to help users visualize real-life usage
Broad coverage communicated early to increase perceived value
Simple descriptions focused on outcomes, not rules
Visual consistency across categories to support scanning
Impact
As part of a broader optimization effort, the landing page improvements contributed to:
customer acquisition cost
16.8%
cac reduced by 16.8%
acquired lives
52%
acquired lives increased by 52%
site engagement
90%
site engagement april to september