New England Residential Complex
Real estate
landing.new-england.com.ua/ Nova Anglia Residential Complex is a housing development in Kyiv that needed more than a new website - it required a complete digital relaunch. The existing site had an outdated design, irrelevant
functionality, and failed as a sales tool: traffic from marketing channels arrived but did not convert into inquiries. Cost per lead was too high and inquiry volume too low for the sales pace required. The developer
needed a landing page built around a single goal: turn every visitor into a lead, drive down acquisition costs, and give the marketing team transparent analytics from click to signed contract.
Task
Replace the outdated Nova Anglia website with a modern high-conversion landing page engineered for paid marketing channel promotion. Execute the full cycle: conversion-focused design, development, A/B
testing, and iterative optimization based on behavioral analysis. Set up end-to-end analytics from first click to deal closure: Google Analytics, call tracking, CRM integration, and micro-conversion tracking. Target:
increase conversion rate and reduce cost per lead to levels that ensure complete sell-out of the complex.
What was done
- Audited the existing website with behavioral metric analysis: identified traffic drop-off points, underperforming CTAs, page speed issues, and mobile UX problems that were blocking conversions.
- Designed the landing page UX as a conversion funnel: each screen sequentially addresses buyer objections and drives toward an inquiry - from an emotional hero block through location advantages, floor plans, and construction progress to the final contact form.
- Developed a design centered on conversion patterns: high-contrast CTA buttons, a sticky callback form that follows the scroll, and minimized form fields to lower the entry barrier.
- Built a hero section with a complex visualization, key USPs, and two conversion points: a "Choose an apartment" button and a callback form with minimal fields.
- Created a floor plan section with interactive filtering by number of rooms, area, and floor, enabling visitors to find a suitable option independently before reaching out.
- Developed a location advantages section with an interactive map: distances to metro stations, schools, parks, and infrastructure to address location objections.
- Implemented a construction progress gallery with photos and video demonstrating real-time progress and building developer trust.
- Integrated multiple conversion points throughout the landing page length: callback form, click-to-call button, showroom visit booking, PDF presentation download - each tracked as an individual micro-conversion.
- Configured end-to-end analytics: Google Analytics with enhanced events, dynamic call tracking with number substitution per advertising channel, CRM integration for tracking the path from first click to contract signing.
- Conducted a series of post-launch A/B tests: headline variations, CTA button styles, form placements, and section ordering - selecting the most effective combinations based on real conversion data.
- Connected heatmaps and session recordings for visitor behavior analysis: identified maximum attention zones, adjusted placement of key elements, and eliminated interface dead zones.
- Delivered responsive layouts with mobile-first priority, as the majority of paid channel traffic came from mobile devices: enlarged tap targets, simplified navigation, and auto-focus on the first form field.
- Optimized page load speed: image lazy loading, CSS/JS minification, static resource caching - to reduce bounce rates on ad click-throughs.
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