UX Design & Testing
Lead Generation Form
The Question at Hand
How can we increase lead conversion and capture more qualified leads? While driving traffic to the company website through various channels was effective, this mini project focused on optimizing on-site conversion, specifically, how to engage and convert users already exploring our platform.
My Role: UX/UI designer & researcher
From research to design
To begin, I conducted behavioral analysis within personalization studio to identify where users spent the most time. The data revealed high engagement on the search results page, where users browse by community, quick move-in homes, lifestyle, or home design. Despite this being a key interaction point, there were no calls-to-action present. This insight led us to test the placement of a lead capture form on this page to drive higher conversion rates and improve the overall user journey.
I designed multiple lead form variations for both desktop and mobile, ensuring visual/brand consistency and accessibility.
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Testing
“After review with stakeholders, the approved design was deployed through Personalization Studio for A/B testing. The form was randomly shown to returning users who had visited the site at least twice.
During this test we measured a 1.74% increase in lead submissions
The test ran for two weeks, and based on the significant lift in form submissions, the new design was officially rolled out across the site.
Summary
This project focused on improving lead capture by redesigning a key form experience. After identifying usability barriers and friction points through user behavior insights, I developed a streamlined form layout that simplified the path to submission. Following stakeholder review, the updated design was deployed through Personalization Studio for A/B testing with returning site users. Over the two-week test period, the new form demonstrated a clear increase in conversions, validating the design improvements. As a result, the enhanced form was fully implemented across the site to drive ongoing lead generation performance.
