In response to user confusion, I crafted targeted ads and landing pages for key audiences to improve comprehension and drive conversions by 6%.
Credit Builder is a product that helps Canadians strengthen their credit history, but 60% of applicants don't fully understand the product, signaling the need for clearer messaging. I identified key target audiences, including newcomers to Canada and used A/B testing to optimize the landing page. By customizing hero images and copy for each segment, I increased relevance and boosted conversion rates.
User research findings from the Product team:
Takeaway: Lack of user understanding indicated a need for clearer messaging and education.
Common sections in competitor research include:
Takeaway: This research provided a clear starting point for structuring page content.
Design decisions that drive trust
Emphasized a 41 point potential credit score increase to showcase tangible benefits and drive conversions
The push for a quick launch
Tailored messaging and visuals were chosen to resonate with each group's unique pain points and aspirations, ensuring higher relevance and engagement.
Personalization that drives conversion
βIdentify and test quick-win design solutions to accelerate go-to-market timelines and gather early user feedback.
βEnsure persona-driven messaging and visuals are seamlessly integrated from ads to landing pages to boost conversion rates.
βApply insights from testing and user engagement metrics to guide future Borrowell product launches for higher adoption.