New Customer Landing Experience
My Digital Experience team created a dedicated landing experience for first-time Southwest customers, designed to educate visitors about our unique value propositions and convert them into loyal customers.
The Problem
First-time visitors to Southwest.com often arrived with questions:
- How is Southwest different? - Unfamiliarity with our model
- What about bags? - Confusion about our bags fly free policy
- Can I change my flight? - Questions about flexibility
- Is it really no hidden fees? - Skepticism about transparent pricing
These customers were dropping off before booking because they didn’t understand the Southwest value proposition.
The Solution
We designed a dedicated landing page optimized for new customer conversion:
Clear Value Communication
- Bags Fly Free - First two bags included on every ticket
- No Change Fees - Flexibility to adjust travel plans
- Transparent Pricing - No hidden fees, what you see is what you pay
- Rapid Rewards - Easy-to-earn, easy-to-use loyalty program
Educational Design
- Comparison charts showing Southwest vs. other airlines
- Real examples of savings on bags and changes
- Customer testimonials and satisfaction data
- Clear explanations of how Southwest is different
Conversion Optimization
- Prominent search widget for immediate booking
- Trust indicators (awards, ratings, statistics)
- Clear CTAs throughout the experience
- Mobile-optimized design for all devices
Results
The new customer landing page delivered strong results:
- Improved conversion for first-time visitors
- Reduced bounce rates from organic search traffic
- Higher Rapid Rewards enrollment from new customers
- Better comprehension of Southwest’s value proposition
Acquisition Strategy
By meeting new customers where they are—with education and clear value communication—we remove barriers to first booking. Once customers experience Southwest, our service and value keep them coming back.
Launched new customer landing page that improved first-time visitor conversion by clearly communicating Southwest's unique benefits.
