LegalMatch
Improving the Home Page Conversion Rate
LegalMatch is a private U.S. corporation established in 1999 as a free, online legal matching service to help people find prescreened local lawyers, and to help attorneys get leads matching their legal specialty.
Overview
LegalMatch prompts users to submit their legal issues online to be matched with lawyers, a crucial conversion point for sourcing information for paid customers – lawyers. The project's objective was to enhance the conversion rate.
Identify Opportunity
I interviewed four individuals matching the persona—laypeople without legal expertise—to understand what aspects of the current website are effective and identify areas that could be enhanced.
Feedback highlights for the current website include:
Pros:
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Abundance of resources
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Clean interface
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Easily noticeable "Get Started" button
Cons:
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Overwhelming text and clutter
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Outdated and cold appearance
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Lack of clarity on where to begin
Solution
Given concurrent AB testing with incremental changes like button text, we opted to conduct a comprehensive test altering the overall visual aesthetics to tackle concerns about an outdated look and clutter.
Outcome
After the site redesign, the AB testing conducted over 10 days resulted in a notable improvement in the conversion rate, increasing from 6.88% to 8.90%. The improvement rate reached 29.3%, with a statistical significance of 91%.
