Designing Buyer Clarity
Shaping a landing page that helps fleet managers understand, trust, and act.
View case study
Overview
Our client
As part of a client digital marketing project, I focused on the ReimburseEV landing page experience. My work centered on structuring the page, shaping messaging hierarchy, and creating a clearer evaluation path for fleet managers arriving from campaign channels.
Landing Page Strategy / Information Architecture
Cross-functional team of 6
5 sprints in 11 weeks (2025)
Figma, Miro, PowerPoint, and AI LLMs
Executive summary
Background
Problem
The strategies
STRATEGY 01
Framed the landing page around a clear reimbursement promise using rotating value propositions.
STRATEGY 02
Built the page as an evaluation path with state-specific savings comparisons and a calculator CTA.
Context + Research
Before structuring any campaign ideas, we needed to understand how enterprise buyers would evaluate a new fleet management solution.
Through market research, stakeholder mapping, and buyer-journey analysis, we found that the challenge was less about convincing fleet managers that EVs mattered, and more about helping them make sense of cost, reimbursement accuracy, compliance, and internal buy-in.
How might we…
Help fleet managers understand, evaluate, and justify a home-charging reimbursement solution after a campaign touchpoint?
My contribution
Stakeholder direction
Identified the key buyer groups involved in the reimbursement decision, including fleet operations, HR/payroll, and finance.
Research synthesis
Translated interview transcripts into buyer needs around reimbursement accuracy, admin burden, cost justification, and internal confidence.
Page strategy
Connected research insights back to the landing page, clarifying what information needed to appear before asking users to take action.
Research snapshot
Interview findings
I analyzed interview transcripts from fleet professionals and identified three recurring pain points.
1.
The cost of a van mainly comes from expensive fuel costs… If you add the gas, it is usually $65."
— Business Operations Assistant
Insights
Fuel cost is a constant pain point and a major factor in evaluating total cost of ownership.
2.
The biggest demand is that electric vehicles that can support refrigerated trucks need to provide sufficient power supply."
— Logistics Lead
Insights
Whether EVs could actually support their operational needs were recurrent questions from buyers. This revealed a trust gap around sustainability, reliability, and real-world use cases.
3.
If $60 gets you the same miles, which one really goes further—the gas pump or the charger?"
— Finance
Insights
Buyers needed a way to compare EV charging against fuel in practical terms. It depended less on emotional factors, but more on whether the numbers made sense.
Page Strategy
Buyer journey
Arrives from campaign
Fleet managers clicks from a sponsored ad, search result, or email.
Goal
Quickly communicate what ReimburseEV is and who it is for.
Recognizes reimbursement friction
"We have this problem too. It's costly, manual, or hard to manage."
Goal
Connect the solution to familiar operational pain points, such as fuel costs, reimbursement accuracy, and admin burden.
Evaluates operational fit
"Will this work for our drivers, vehicles, policies, and operations?"
Goal
Build confidence through concrete use cases, proof-led messaging, and clear explanations of how ReimburseEV fits into real fleet workflows.
Compares business value
"Does this actually save money or make the cost easier to justify?"
Goal
Make the financial tradeoff tangible through proof points and a cost calculator/simulation that helps compare fuel, charging, and reimbursement impact.
Takes the next step
They are ready to learn more, validate, or talk to the team.
Goal
Give a clear, low-friction path toward action, such as requesting a demo, exploring the calculator, or speaking with the MoveEV team.
Landing page requirements
With the buyer journey outlined, we defined three core requirements that shaped the landing page strategy and experience.
01
Lead with cost clarity
Because fuel cost was the most visible pain point, the landing page needed to make reimbursement value and cost visibility clear early.
02
Reduce operational uncertainty
Because buyers questioned whether EVs could support real fleet needs, the page needed proof-led content and concrete operational framing.
03
Make comparison tangible
Because buyers needed a practical cost-benefit comparison, the page needed a calculator/simulator to help them compare fuel and charging value.
The final landing page was structured as a short evaluation path. Instead of overwhelming visitors with product details upfront, the page first clarified the reimbursement offer, then made the cost comparison visible, and finally invited users to calculate their own potential savings.
This project helped me see landing pages as decision experiences, not just marketing assets. For a complex B2B product, the page has to earn the CTA by helping buyers understand the problem, compare the value, and feel confident enough to take the next step.
A stronger landing page is not only about more persuasive copy or bolder visuals, it is about sequencing information around what the buyer needs to believe before they are ready to act.
If I had more time
I would test the page with fleet managers and measure how well each section supported the buyer journey.
I would also look at calculator engagement, CTA click-through rate, and message comprehension to understand whether the page helped users move from initial interest to confident evaluation.