Problem:
We needed to create a homepage that would help potential clients feel confident and informed about our unique business model and provide a clear lead capture form that integrated with Salesforce backend.
Process:
We wanted to create a friendly balance between photography and custom illustrations. The illustrations set a playful tone, but also prevented needing to constantly change images when the product is refreshed. To create a custom illustration library, we started built custom illustrations using royalty-free vectors as a starting point for proportions and gestures. We then moved those illustrations over to sketch where we could create a symbol library with scenery and accessories which allowed us to change parts of the illustration quickly.
Working with our engineering and data teams, we created a custom calculator to help draw attention to the cash back offerings and address the feeling of “too good to be true” that we were hearing from potential clients.
Finally, a playful animation like confetti being thrown on load, or chat bubbles softly entering on scroll added an extra element of friendliness to the page.
Results:
27% total inbound leads are qualified (baseline was 15% goal was 25%)
1.18% lead conversion rate (baseline was 0.9% goal was 1.25%)
