Localized Landing Page & UX Strategy for Publicis Commerce Spain
Buyer personas, value proposition, and landing-page strategy to communicate commerce, creativity, data, and technology services.
Type
Academic group project
Area
UX · CRO · Digital Analytics
Tools
WordPress · Divi · Google Analytics · Search Console · SEMrush · HubSpot · Hotjar · Looker Studio
Techniques
Market analysis · Buyer persona · Wireframes · WordPress / Divi · Measurement plan · Value proposition
Output
Localised landing + measurement plan
Value
Group project where we designed a Spain-localised landing page using market analysis, buyer personas, wireframes, WordPress/Divi, and a measurement plan to improve B2B commercial clarity and conversion.
prioritised B2B segments
defined reporting cadence
defined KPIs: conversion, bounce, retention, organic, CTR, and load time
proposed measurement and activation tools
01 / Fast scan
Case in 60 seconds
A quick scan of the case: what was happening, what needed to be solved, what I did, and what value is demonstrated.
Situation
SPublicis Commerce combines technology, creativity, data, and commerce. The challenge was translating that breadth into a clear landing page for large companies, ecommerce businesses, SMEs/startups, and agencies/consultancies.
Task
TGroup project where we designed a Spain-localised landing page using market analysis, buyer personas, wireframes, WordPress/Divi, and a measurement plan to improve B2B commercial clarity and conversion.
Action
A- 01Diagnose website clarity and identify navigation friction.
- 02Define target segments and value proposition by profile.
- 03Design wireframes and content structure.
- 04Propose CTAs, forms, and conversion paths.
Result
R- The proposition needed less complexity and more decision orientation: what Publicis offers, for whom, and what result it can generate.
- Success cases and testimonials were key assets to reduce B2B uncertainty.
- Measurement needed to go beyond traffic: conversion rate, bounce rate, engagement, technical performance, and lead quality.
- Useful for agencies, B2B growth, CRO, and digital analytics.
- The project shows how to turn a complex service proposition into measurable commercial architecture.
- 3 · prioritised B2B segments
02 / Context
Problem
This section explains the business or analytical challenge before going into technical detail.
02.1
Executive summary
B2B UX/CRO case where the value was localising a complex proposition for Spain, simplifying navigation, building segment-based messaging, and defining how to measure conversion and traffic quality.
02.2
My role
Academic group project. I contributed to market analysis, buyer personas, message hierarchy, wireframes, landing proposal, and measurement KPI definition.
03 / Method
Approach
Methods, tools, and workflow. This shows how I structured the analysis.
03.1
Data & methods
- Analysis of the current website and cultural/linguistic adaptation to the Spanish market.
- B2B segmentation: large companies/ecommerce, SMEs/startups, and agencies/consultancies.
- Wireframes, information architecture, and prototype in WordPress/Divi.
- SEO and measurement plan with Google Analytics, Search Console, SEMrush, HubSpot, Hotjar, and Looker Studio/Power BI.
- Visual daily, weekly, and monthly reporting cadence to control conversion, bounce, engagement, traffic, CPL, ROI, and optimisation actions.
03.2
Process
- 01Diagnose website clarity and identify navigation friction.
- 02Define target segments and value proposition by profile.
- 03Design wireframes and content structure.
- 04Propose CTAs, forms, and conversion paths.
- 05Define KPIs and reporting tools.
- 06Define an operating cadence: daily tracking for trends, weekly review for optimisation, and monthly CPL/ROI evaluation.
04 / Decision
Evidence and impact
Outputs, findings, and implications translated into decisions or professional value.
04.1
Key findings
- The proposition needed less complexity and more decision orientation: what Publicis offers, for whom, and what result it can generate.
- Success cases and testimonials were key assets to reduce B2B uncertainty.
- Measurement needed to go beyond traffic: conversion rate, bounce rate, engagement, technical performance, and lead quality.
- The visual reporting table turned the landing into a manageable asset: daily corrections, weekly learning, and monthly cost-per-lead and ROI review.
04.2
Business implications
- Useful for agencies, B2B growth, CRO, and digital analytics.
- The project shows how to turn a complex service proposition into measurable commercial architecture.
05 / Close
Professional close
Limitations, next steps, and available assets. This keeps the case honest and actionable.
05.1
Limitations
- Academic group project.
- Does not include real post-launch results.
- The KPI plan is proposed, not measured in production.
05.2
What I would do next
- Publish a pilot landing and measure lead quality by segment.
- Test headlines, CTAs, and form length.
- Connect CRM and analytics for source attribution.
05.3
Assets
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