Landing Page Optimized

I designed the landing page experience to remove distractions and focus client attention on a single, clear action. Landing pages allowed me to drive traffic to a dedicated URL that was intentionally built to convert visitors by guiding them toward the next best step with clarity and speed.

My Role

This project took place between November 2013 and January 2014. I owned the interaction design for the landing page experience and partnered closely with the Quicken Loans Marketing team to define, test, and refine the conversion strategy.

Observation and Input

Through direct observation and testing, I learned that clients who landed on these pages wanted to take action as quickly as possible to get results. By running A and B tests across multiple versions of the experience, I discovered that the shorter lead generation form converted 36 percent more users than longer versions. This insight directly shaped the final design approach.

Lead Forms Optimization

I tested multiple variations of button copy and confirmed that “Get Started” consistently performed best. I reduced overall form length, limited the number of questions shown per screen, and redesigned the flow to feel faster and less invasive. Through usability testing, I identified that users were hesitant to share personal information unless they felt confident it would be protected. To address this, I integrated privacy policy access directly within the form to build trust at the moment of decision.