One Form, Eight Weeks,
49% More Submissions
A Form That Wasn’t Pulling Its Weight
Above Lending and Beyond Finance serve consumers in debt — often helping them consolidate or resolve loans faster. But when I joined the project, the loan intake flow was struggling.
The experience wasn’t mobile-friendly. It opened with a four-field form (name, email, phone) and a static headline — no context, no motivation, and no value framing. Submission rates hovered at 55%.
The first impression wasn’t doing the product — or the user — any favors.
A Blank Slate, a Big Goal
The team had a clear target: raise submissions from 55% to 80%.
I was initially brought in to support design and copy across the funnel — but after reviewing early concepts, I flagged major gaps in the intake experience. I took the lead on rewriting and redesigning the first-touch page.
There was no existing UX framework. We were starting nearly from scratch — and every decision had to pass legal and compliance review.
Lean UX in Action
We followed a Lean UX cycle — think, make, check — iterating weekly across design, copy, and structure.
Think: I pushed to eliminate friction at the first step. My first proposal: request only an email — no name or phone. After technical and security approvals, we got the green light.
Make: I designed simplified layouts with benefit-led microcopy, trust signals, and focused CTAs.
Check: We A/B tested everything — headline framing, form order, CTA hierarchy, layout clarity — and reviewed results in weekly sprints to guide the next iteration.
As we refined the experience, I also learned how to work within legal nuance. Some copy was immediately flagged. Others I rewrote strategically — preserving the persuasive core while meeting compliance standards.
49% More Submissions, Step by Step
Over 8 weeks of iteration, we systematically unlocked gains through focused design and copy changes:
Email-only form: +5% lift
Rewritten and structured value props: +8% lift
CTA and copy refinements: +9% lift
Button placement test: one dip — reverted quickly and locked in the top performer
Final outcome:
82% submission rate — exceeding the 80% goal and delivering a 49% relative lift from the original experience.
What Drove the Lift
Ruthless editing works — less copy, stronger CTAs, clearer benefits
In regulated industries, creativity lives in the constraints — knowing where to push (and where not to) is key.
First-step clarity compounds — the simpler the ask, the more users stay in the funnel
A Form That Wasn’t Pulling Its Weight
Above Lending and Beyond Finance serve consumers in debt — often helping them consolidate or resolve loans faster. But when I joined the project, the loan intake flow was struggling.
The experience wasn’t mobile-friendly. It opened with a four-field form (name, email, phone) and a static headline — no context, no motivation, and no value framing. Submission rates hovered at 55%.
The first impression wasn’t doing the product — or the user — any favors.
A Blank Slate, a Big Goal
The team had a clear target: raise submissions from 55% to 80%.
I was initially brought in to support design and copy across the funnel — but after reviewing early concepts, I flagged major gaps in the intake experience. I took the lead on rewriting and redesigning the first-touch page.
There was no existing UX framework. We were starting nearly from scratch — and every decision had to pass legal and compliance review.
Lean UX in Action
We followed a Lean UX cycle — think, make, check — iterating weekly across design, copy, and structure.
Think: I pushed to eliminate friction at the first step. My first proposal: request only an email — no name or phone. After technical and security approvals, we got the green light.
Make: I designed simplified layouts with benefit-led microcopy, trust signals, and focused CTAs.
Check: We A/B tested everything — headline framing, form order, CTA hierarchy, layout clarity — and reviewed results in weekly sprints to guide the next iteration.
As we refined the experience, I also learned how to work within legal nuance. Some copy was immediately flagged. Others I rewrote strategically — preserving the persuasive core while meeting compliance standards.
49% More Submissions, Step by Step
Over 8 weeks of iteration, we systematically unlocked gains through focused design and copy changes:
Email-only form: +5% lift
Rewritten and structured value props: +8% lift
CTA and copy refinements: +9% lift
Button placement test: one dip — reverted quickly and locked in the top performer
Final outcome:
82% submission rate — exceeding the 80% goal and delivering a 49% relative lift from the original experience.
What Drove the Lift
Ruthless editing works — less copy, stronger CTAs, clearer benefits
In regulated industries, creativity lives in the constraints — knowing where to push (and where not to) is key.
First-step clarity compounds — the simpler the ask, the more users stay in the funnel