Product Strategy UX/UI Design Analytics Mobile Users

Sales Funnel Optimization

Optimization of insurance sales funnel for mobile users that led to increase in payment conversion by 10%.

Project Overview

My role: Sr. UX/UI Designer

I worked on optimizing sales funnel for users buying small business insurance. The goal was to make the experience more intuitive and increase conversion for mobile users. This optimization proposed to increase conversion on overall funnel. I was part of the project as a Sr. UX/UI designer and was responsible for the overall UX design and strategy.

Challenges

  • Low conversion rate: 8.7% conversion rate on mobile compare to 19.8% on desktop.
  • High Drop-off rate: more than 23% drop-off on very first step.
  • Growing number of users: Mobile users are growing and poor experience is resulting in low CTR.

Duration

  • 1 Months

Collaboration

  • Business Stakeholder
  • Business Analyst
  • Development Team

Tools

  • Figma
  • Miro
  • Tealeaf
  • Googe Analytics

Research & Discovery

I kicked of the research phase by diving deep into understanding our users - their pain points, motivations, and what opportunities we could tap into.

Analyzing user sessions

I went through Tealeaf live sessions to understand user behaviour while using site on mobile.

Campaign analytics data

Deep-dive into Paid campaigns data to observe user journey and drop-off steps.

Heatmaps & Eye tracking

To understand areas where user were focusing and which areas they were ignoring.

Competitve Analysis

I also deep-dived into the market to understand approach of other insurance companies. The analysis was focused on the design, content, and user experience of competitiors website, highlighting strengths and weaknesses.

Problem Statement

Outcome of the analysis of the various data points I identified major friction points for users

Persistent usability issues

Heatmap shows Users struggle to find relevant product info.

Content heirarchy

Users feel overwhelmed or unsure why certain details are needed early on.

Long scroll

Forms ask for too much information on very first step.

Design and layout

Frustrated by UI friction or unable to complete tasks easily on mobile.

Touch targets

Tiny touch targets and slow-loading content on mobile.

Brainstroming & Ideation

Based on our research findings, we decided to test a optmized mobile version of sales funnel.

Design Logic and Key Considerations

  • Progress Stepper: Contextual stepper making the journey more transparent and less overwhelming.
  • Sections Decoupled: Restructured the funnel sections to reduce friction and building trust.
  • Iconography: Meaningful icons for each product category to reduce cognitive load.
  • Sticky CTA Button: Introduced a sticky buttons reducing friction and keeping the next step always accessible.
  • Contextual Loader: Loader with a contextual message to reduce frustration and set expectation.
  • Touch Targets: Thumb-accessibility principle on CTAs to enhance usability on mobile devices.
  • Help & Support: Prominently visible to reassure users and strengthen trust.
  • Clean, Intuitive Layout: Streamlined the page layout to reduce clutter and cognitive load.

Visual Design

After reviewing all the user insights, goals, site architecture, and behavioral data, I began designing high-fidelity wireframes. Every decision in the sales funnel layout was driven by data and aimed at improving the overall user experience.

Results & Impact

After monitoring website performance for one month after the launch. The redesigned experience led to measurable improvements in user satisfaction and business metrics.

10%
increase in payment converison
30%
Increase in Quote rate

Let's Work Together

I'm always interested in discussing new opportunities, collaborating on exciting projects, or simply sharing ideas about design.

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