Lead Form
Overview
The Lead Form project focused on redesigning the initial lead capture experience to be simple, intuitive, and more informative for both borrowers and loan officers. The goal was to replace a generic, low-context form with a streamlined flow that asks a small set of high-impact introductory questions—capturing key borrower details without adding friction. By thoughtfully balancing brevity with meaningful data collection, the experience improves the quality of information gathered at the very start of the funnel. This enables loan officers to enter conversations with stronger context, while also powering more effective lead scoring and routing behind the scenes. The redesigned form significantly improved performance, doubling the click-to-lead rate and increasing the depth and usefulness of captured data.
Objectives
- Reduce friction at entry: Design a fast, low-effort experience that encourages more users to begin the lead submission process.
- Capture high-value borrower context: Ask targeted introductory questions that provide meaningful insight without overwhelming the user.
- Improve lead quality and usability: Ensure collected data is actionable for loan officers, enabling more personalized and efficient follow-ups.
- Enable smarter lead routing: Support backend systems with better data for accurate lead scoring and distribution.
- Increase conversion rates: Optimize the form experience to drive higher completion, resulting in a 2x increase in click-to-lead rate.
- Support a seamless application journey: Lay the groundwork for a smoother transition into the full loan application process.
- Balance simplicity with depth: Maintain a clean, user-friendly interface while still gathering the information needed to drive business outcomes.
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