Prospect Experience

At Freedom Debt Relief, our main mechanism for acquiring prospective clients is through an online form where we collect information about the user and evaluate their debt situation. Our legacy experience only provided a basic program estimate with the hope that the user would call us or answer the phone when we called them. We had to nail the mobile experience because 76% of our traffic is smartphones.

Problem:
Our customer acquisition experience only provided a basic program estimate and did a poor job of educating the prospective client on the value of the debt settlement program which effected user engagement and intent.

Goal:
Increase the contact rate of prospective clients by providing a more robust program estimate with payment and savings, educating users on how debt settlement works, and making it easy for them to return later.

Product Discovery

Getting to know your user is key to building great products. We did this by recruiting people that looked like our users or were actually users on our website. Over a couple of months we built and iterated on two prototypes by putting each updated version in front of users to validate our approach.

Site surveys: 2
Remote interviews: 8
Unmoderated user testing: 20
Onsite user testing: 6
Employee focus groups: 2
Prototypes built: 2

Result

The final product was a success because it increased our two key metrics (contact rate and close rate) and was well received by users as it offers them a full estimate of their program and the information they need to make an educated decision. The program summary page does the heavy lifting, but the other pages explain how debt settlement works, what our clients are saying about us, and provides details about the debts that Freedom can help with.

Launch: June 2020
Increased contact rate by 12%
Increased close rate by 2%