Landing Pages & CRO
Multi-Step Funnel Redesign That Increased Conversions by 22.5%
Client
Industry
HR Tech / Background Screening
Services provided
- Multi-Step Form UX
- Landing Page Design
- Iterative Design
Project Overview
Working through Apex Growth, I redesigned the sign-up funnel for BackgroundChecks.com, a HireRight product. The core challenge was transforming a dense single-page form into a guided multi-step experience that built trust and reduced drop-off at every stage.
The Challenge
The existing flow asked users to fill out all candidate information - name, email, date of birth, SSN, and state - on one single page. For a product asking for sensitive personal data, this created immediate friction and eroded trust before users could understand the value of completing the search.
What I Did
I redesigned the flow into a guided multi-step experience, breaking the form into clearly labeled stages with a progress bar. Each step collected only what was needed at that moment, reducing cognitive load and building trust incrementally.
Additional UX improvements across iterations included: moving pricing information to the SSN page, adding a security symbol on the SSN input, introducing a no-SSN path, and optimizing mobile so CTAs stayed above the fold on every step. I also tested larger form fields on mobile and added a collapsible terms agreement on the final step.
Apex Growth ran all A/B testing. I contributed design execution across all variants and brought forward ideas that went into the testing rotation.
Results
The redesigned funnel was tested against the original across 4,000 users, resulting in a 22.5% lift in conversion rate. Step-level wins included a ~25% improvement on Step 1 and 24% improvement on the Date of Birth step. Of users who reached the final SSN step, 7 out of 8 converted.
The existing flow asked users to fill out all candidate information - name, email, date of birth, SSN, and state - on one single page. For a product asking for sensitive personal data, this created immediate friction and eroded trust before users could understand the value of completing the search.
