Conversions up 22%, even after traffic diversion.

The Problem

The contact page carried the site's lead flow but had never been tested. It also wasn't built for mobile, though 60% of visitors arrive on phones. Its form treated four different audiences as one, so qualified owners and leasing seekers dropped off while renters and tenants clogged the funnel.

What I Did

1. Redesigned around proven conversion principles. Rebuilt the page's layout, hierarchy, and copy with modern, proven-effective design patterns, with every element working toward a single conversion.
2. Designed mobile-first. With 60% of visitors on phones, built and refined the experience for small screens before scaling it up to desktop.
3. Rerouted the wrong-fit traffic. Used the UI to steer renters and current tenants toward the channels built for them, before they hit the form.
4. Proved it with a controlled A/B test. Built the test custom in GA4 and GTM (no testing platform) and ran the variants against the originals until the winner was clear.

The Result

Measured against the control, the variants lifted overall conversions 22% and engagement 20%, while deliberately routing two of four audiences off the form. The win became the case for a site-wide navigation overhaul, now underway.