Optimized Post-Lead Journey

The core of the A Place For Mom business model relies on advisors connecting with users via phone call. A low call answer rate after lead form submission was a significant business problem, leading to lost revenue and inefficiency.

• Problem: Users were not answering the phone calls from advisors, even though the calls were made less than a minute after they submitted their information.
• Core Issue: The existing thank you page had too much information and failed to prepare users for an immediate phone call. I hypothesized that this disconnect was a primary driver of the low answer rate.

I served as the lead designer and strategist on this initiative, driving the project from initial insight to a final, high-impact solution.

• My Contribution: My responsibilities included developing the core hypothesis, designing the new experience, and implementing the solution with full-stack capabilities, and performing the testing and analysis.

My approach was a fast, data-driven experiment to test a single, high-impact hypothesis.

• Hypothesis: I hypothesized that by simplifying the thank you page and explicitly preparing users to receive an immediate phone call, we could increase the number of people who answered the call.
• Strategic Design: I focused on a minimalist design, using color and animation to draw attention to the most critical next step. I also included the user's phone number for a more personalized, trust-building experience.
• Implementation: I managed the entire process from design through development, ensuring a seamless and rapid deployment of the A/B test.

I redesigned the thank you page to be a full-screen, focused experience. The solution prioritized a single, clear message: "An advisor is about to call you now." Key features included a personalized phone number display, an animated call icon, and a simplified flow that discouraged users from navigating away.

This hypothesis-driven design directly delivered a significant business outcome.

• The Result: The new design produced a 15% increase in referred leads, which resulted in an estimated $1.2M bump in annual revenue. This project validated the importance of a user-centric, conversion-focused approach and demonstrated how small design changes can lead to large business gains.