- Business
- LegalZoom
- Relationship
- In-houseProduct Manager, Growth
- Industry
- Legal services, online
A funnel rebuild that lifted conversion 13%.
Growth work inside a public company: a funnel rebuild, a homepage test that changed the brand strategy, and a growth loop the C-suite approved.
- +13%Conversion rate
- +3%Funnel start rate
- Stat. sig.Lift on the homepage's primary KPI
This was in-house work Shawn led as Product Manager, Growth at LegalZoom.
The challenge
LegalZoom's formations business, the flow people use to start an LLC or corporation, needed to grow acquisition, activation and retention at the same time without breaking a funnel that already worked.
What was done
- 01
Led engineers, QA and stakeholders through a new product lineup and funnel, launched as an A/B test. Conversion rose 13%, and the interviews and analysis from that test led to a follow-up mobile optimization project.
- 02
Rebuilt the homepage strategy using competitive analysis, customer research and UX metrics, with a focus on clarity and trust. After C-suite approval it was tested, and it lifted the primary KPI by a statistically significant margin. The findings changed the company's homepage brand strategy.
- 03
Follow-up navigation testing lifted funnel starts 3%.
- 04
Designed a growth loop across paid and organic traffic, got C-suite approval, and ran a joint roadmap with marketing.
The result
Conversion up 13%, a homepage test that changed the brand strategy, and a growth roadmap shared by product and marketing.
The test that changed a company's brand strategy started with a question about trust.