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Landing Pages & CRO
Landing Page & Funnel Redesign That Lifted Conversions by 56% and Cut Completion Time in Half
Client
Industry
FinTech
Services provided
- Landing Page Design
- Multi-Step Form UX
- Iterative Design
Project Overview
Working through Apex Growth, I supported a CRO engagement for Credit-Nerd.com, a TransUnion credit monitoring product. The project ran in two phases: first optimizing the landing page through multiple design variants, then redesigning the full multi-step sign-up funnel once a winning LP direction was established.
Good things take a moment...
The Challenge
The existing landing page and sign-up flow weren't converting well enough. Users were dropping off before completing a form that asked for sensitive personal and payment information - a trust and UX problem as much as a design one.
What I Did
I created multiple landing page variants across desktop and mobile, exploring different hero approaches — lifestyle imagery, how-to framing, and direct hero visuals. Once Apex Growth identified a winning direction through testing, I iterated further on that design, refining the button color and above-the-fold layout.
Following the LP win, I redesigned the multi-step sign-up funnel focused on reducing drop-off at key friction points. Key design changes included a progress bar with labeled steps, security and trust badges, bureau logos at the top of each step, a "What You Need to Know" section, clearer inline error messaging, transparent payment details, and an Apple Pay option. I also contributed a few ideas for variants that went into the testing rotation.
Iterative UX Improvements:
Results
Apex Growth ran all A/B testing in Amplitude. The redesigned landing page and sign-up funnel were A/B tested against the original across ~2,700 users. The new design increased end-to-end checkout completion from 3.75% to 5.85% — a +56% lift — at 99.5% statistical confidence. Average time to complete the flow also dropped from 13 minutes to 6 minutes.
Good things take a moment...
