Hipoo
Boosting Autonomy and 184% Conversion Improvement with a Webflow Redesign
Hipoo is a startup that was born believing in a transparent, simple and fast mortgage process. They want to reinvent the traditional way of taking out mortgages, combining digitalisation with the experience of their team of experts.
Hipoo’s website required a strategic overhaul to improve its content management flexibility and enable rapid iterations. The primary challenge was to transition the site to Webflow within a tight timeframe, providing the internal team with autonomy to update content, experiment with A/B testing, and implement changes without relying heavily on developers. This transition also presented an opportunity to refine the site’s design and reorganize its content for a cleaner, more effective user experience.
MY ROLE
As the product designer and Webflow developer, I led the project end-to-end. My responsibilities included migrating the site to Webflow, optimizing the design, and improving the content structure. The goal was to deliver a scalable, user-friendly platform that aligned with Hipoo’s business needs while empowering the team with tools to independently manage and evolve the website.
PROBLEM
The existing website had several limitations that impacted both usability and performance:
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Inefficient content structure: Information was poorly organized, making it difficult for users to find what they needed.
Unclear audience focus: The site did not effectively address the needs of Hipoo’s diverse customer base.
Outdated design: The visual style lacked cohesion and professionalism, detracting from the brand image.
Limited flexibility: The team had minimal control over content updates and testing, slowing down efforts to optimize.
GOAL
The project’s main objective was to transition the website to Webflow to empower the team with greater autonomy. This included:
Enabling easy updates and A/B testing to optimize conversion rates.
Streamlining and organizing content for clarity and relevance.
Refreshing the design to create a clean, professional look aligned with Hipoo’s brand.
Reducing dependency on developers.
This approach not only enhanced the website’s functionality but also positioned it as a dynamic tool for continuous improvement and growth.
IMPACT
We launched the new site’s version on January 2024. For confidentiality reason, I’m not sharing the actual metrics.
After 5 days:
CVR Visitor to Form start
23.4% -> 29.4%
CVR Visitor to Lead
8% -> 14.6%
Bounce Rate
34% -> 31.5%
After 6 months:
CVR Visitor to Lead
8% -> 22.6%
The conversion rate increased by 182.5%.
A/B TESTING
After the website launch, we conducted several A/B tests to further optimize the site and improve conversion rates progressively.Two key tests stood out:
Headline variations in the Hero Section
We tested different copy options for the main headline to identify the most engaging message for visitors.
6% improvement
Call-to-Action button variations
We compared a single “Start” button with two distinct buttons for different user actions (new mortgage vs. mortgage improvement).
16% improvement with 2 CTAs
MORTGAGE SIMULATOR
To attract more potential leads, we identified several high-traffic keywords related to mortgage calculation, simulation, and comparison. Recognizing the opportunity, we designed and launched an initial version of a mortgage simulator in late March. This version allowed users to simulate both fixed and variable-rate mortgages.
Following the launch, we ran A/B tests to optimize key elements, including the copy of the call-to-action (CTA) button after users received their simulation results. By testing different variations, we found that one particular variation of the CTA copy resulted in a 184% higher conversion rate compared to the other variations, significantly boosting user engagement and lead generation.
In late July, with interest rates dropping and banks focusing on fixed and mixed-rate mortgages, we expanded the simulator’s functionality to include mixed-rate mortgage simulations, further enhancing the value for users and driving more potential leads.
FUTURE STEPS
Building on the success of the redesign and initial optimizations, our focus now shifts to future improvements that will further enhance the website’s performance and user experience. These steps aim to maintain the site’s momentum, address evolving user needs, and unlock new opportunities for growth and engagement.
Maintain and update: Regularly refine and update the website to keep content, design, and functionality optimized.
Landing Pages for different segments: Targeted landing pages tailored to specific customer segments, addressing their unique need.
Improved Simulator: A second version that displays results in real-time, providing users with an even faster and more seamless experience.
Simulator variations: Develop and test new variations of the simulator to better engage users and increase lead generation.
