Low form completion rates (12%) and poor lead quality resulting in wasted sales team time. The existing single-page form was overwhelming prospects with 15 fields upfront.
Table of Contents
Overview
Financial services firm dramatically improved lead quality and volume through form and landing page optimization.
!The Challenge
Key Pain Points
- Below-industry-average conversion rates despite healthy traffic volumes
- Rising cost per acquisition making growth increasingly expensive
- Lack of structured testing methodology leading to inconsistent results
- Critical drop-off points in the funnel that had gone unidentified
Our Approach
We followed a proven conversion optimization methodology, adapted to the specific needs and context of Apex Financial.
1
Research & Discovery
We began with a deep analysis of Apex Financial's existing data, user behavior patterns, and competitive landscape. This included heatmap analysis, session recordings, and user surveys to understand the friction points.
2
Hypothesis Development
Based on our research findings, we developed a prioritized list of hypotheses using the ICE (Impact, Confidence, Ease) framework. Each hypothesis was tied to a specific metric and expected outcome.
3
Experiment Design & Execution
We designed and launched a series of controlled A/B tests, starting with the highest-impact opportunities. Each test ran until statistical significance was achieved at 95% confidence.
4
Analysis & Iteration
Results were documented, learnings were extracted, and winning variations were implemented. We then iterated on the findings to compound the initial gains.
The Solution
Multi-step form redesign breaking the process into 3 conversational stages, progressive profiling, strategic trust signal placement near form fields, and landing page message-market fit optimization tailored to each traffic source.
Results & Metrics
The optimization program delivered significant, measurable improvements within the 10 weeks engagement.
+65%
Form Submissions
+40%
Lead Quality
Client Testimonial
“Not only did we get more leads, but the quality improved dramatically. Our sales team is now spending time on qualified prospects instead of chasing dead ends.”
JP
Jennifer Park
Director of Growth, Apex Financial
Tools & Platforms Used
We leveraged a combination of industry-leading tools to research, test, and measure the optimization program for Apex Financial.
UnbounceCrazy EggHubSpotGoogle Analytics
Key Takeaways
Here are the most important lessons from this engagement that can apply to any business looking to improve their conversion rates:
Small UX changes can drive outsized conversion improvements when backed by data.
Understanding user intent at each funnel stage is critical for effective optimization.
A systematic testing approach compounds gains over time, resulting in +65% improvement.
Cross-functional alignment between marketing, product, and engineering accelerates results.
Want similar results for your business?
Book a free conversion audit and discover the optimization opportunities hiding in your funnel.