Venture X Landing Page
As part of the client work my team at
Red Ventures completed for Capital One, we built the landing page for their new flagship travel card, Venture X.
Venture X is a travel card packed with plenty of features and benefits. We started with wireframes and whiteboarding sessions to map out the content hierarchy and decide on the most valuable messaging. The final design framed Venture X as the go-to card for aspiring travelers.
We want to highlight Venture X as a premium offering to set the user's expectations from the start. The card has a high annual fee that may steer away some people, but it offers plenty of value in return.
The annual fee and credit level requirement are factors that might keep some people from applying. We chose to call out these facts early before highlighting the rest of Venture X's rewards so users won't feel surprised.
There are a lot of numbers to parse through on the landing page, so we designed it to be easily skimmed. The numbers were arranged in descending order to highlight the more valuable rewards first and to reduce the cognitive load on users.
We decided that the 75,000 bonus mile welcome bonus and $300 annual travel credit were the key benefits to highlight in the hero section because of the immediate value they offered users.
A huge appeal of Venture X is all the different ways you can earn rewards. At the center of it all is the user's personal preferences.
While not specifically tied to Venture X, the Capital One Travel portal is a feature we wanted to highlight on this landing page since you get the most value from the card when you book through it. We created a modal experience to highlight the benefits of the portal without disrupting the rest of the page.
Venture X has several "soft" benefits around redeeming miles. We showed this section after the miles calculator so that users would notice it more easily (since there isn't a big number we can highlight for each).
The Capital One Lounge was a new cardholder perk launched alongside Venture X. The landing page for the lounge wasn't ready at the time of launch, but we wanted to highlight some of the amenities to show more of the value of Venture X.
If users are excited about Venture X but don't have the right credit score or don't want to pay such a high annual fee, we wanted to redirect them to other cards in the Venture suite. They offer similar benefits with less fees while still tapping into the aspiration of travel.
RESULTS:
Within the launch window of the landing page...
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There were 11,500 sessions
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72% CTR
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9,750 "Apply Now" clicks
The early results were so overwhelmingly positive that Capital One actually scaled back resources for the campaign. They even reduced the welcome bonus because of the influx of applicants.
Most of the content reflected in the launch page was carried over to the current experience on Capital One's site.