overview
Improving conversion by aligning the homepage with user intent
TestMaxPrep is a consumer education platform offering LSAT, Bar, GRE, and 1L preparation products. I led a homepage redesign focused on increasing email lead conversion by clarifying value proposition, reducing decision overload, and surfacing the primary action earlier in the user journey.
I worked directly with the Head of Product and owned the redesign from hypothesis through implementation and live A/B testing.
Role
Product design • front-end implementation
Method
User analytics • A/B testing
Result
+15% lift in email lead conversion
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problem
High-intent traffic with no clear path to engagement
The existing homepage routed users immediately to individual product pages via prominent CTAs. Analytics and session recordings showed high bounce rates and frequent exits above the fold, suggesting users were not yet ready to choose a specific product.
By forcing early decisions, the page failed to capture interest from users arriving in a discovery phase—resulting in lost opportunities to engage and convert.
solution
Reduce choice, capture intent earlier in the funnel
I hypothesized that introducing email capture as the primary action—before asking users to choose a product—would better align with early-stage user intent and increase conversion.
The redesign removed prominent product CTAs from the main content area, introduced lead capture above the fold, and preserved product navigation via the top menu. This reduced cognitive load while still supporting users ready to explore specific offerings.
The primary tradeoff was less immediate product exploration in favor of capturing higher-quality leads earlier in the journey.
evidence
Live A/B testing confirmed the hypothesis
The redesigned homepage was tested live against the original version. After running for approximately one month, the experiment reached a 95% confidence level.
The new design outperformed the control by 15% in email lead conversion, validating the shift in homepage strategy.