Invesco QQQ
Improving Invesco QQQ x NCAA landing page conversion by 40%
I launched new messaging and design enhancements for the Invesco QQQ x NCAA landing page, improving engagement by 58% and conversions by 40%.
Background
Invesco QQQ is the official ETF of the NCAA, launching two flagship campaigns per year focused on brand awareness and financial education for retail investors. Each campaign is a multi-million-dollar integrated marketing effort, combining national TV, digital marketing, experiential components, and more, which all land on the Invesco QQQ x NCAA landing page.
Following the March Madness 2023 activation, I was tasked with partnering with the brand team, compliance, and agency partners to optimize the landing page, which was experiencing high bounce rates and low engagement.
Journey
Joining the digital experience efforts, I developed several hypotheses for improving the landing page:
Optimize site design for conversion
Pivot messaging from brand to performance
Showcase the innovation behind QQQ companies
Changing the site design was easy to align on, but changing the messaging proved challenging due to the need for buy-in from the brand team, approval from the NCAA, and compliance sign-off. To gain alignment, I initiated a research project to survey retail investors.
The research revealed that retail investors:
Overwhelmingly favored performance-focused messaging
Recognized the S&P 500 more than the Nasdaq-100
Were drawn to the technology and innovation within QQQ
Using this data, I implemented several key messaging changes:
1. Comparing QQQ performance directly against the S&P 500
Juxtaposing QQQ with the S&P 500 helped retail investors contextualize QQQ’s outperformance.
2. Highlighting top QQQ companies
Most investors recognized the companies within QQQ but not QQQ itself. Leveraging these companies provided valuable social proof.
3. Showing innovation exposure through QQQ
Compliance restrictions prevented cherry-picking returns from specific technology sectors. To work around this, I highlighted the overall market size growth of key QQQ growth sectors, indirectly alluding to returns.
Full before and after comparison:
Results
The new messaging and design optimizations led to:
58% increase in engagement
40% increase in conversion rate
These learnings were later applied to the core microsite and other projects, contributing to a 25-point increase in overall site NPS during my tenure.