Problem
Previously, Rocket had invested millions in advertising efforts to direct potential clients to the Rocket Mortgage website and promotional landing pages. Despite these substantial investments, the design of rocketmortgage.com remained unchanged for nearly four years, leading to stagnant user experiences. Conversion rates had either plateaued or declined during this time. Moreover, we lacked comprehensive research on the homepage, leaving us without insights into our users' expectations and preferences upon site entry.
Goals
- Employ diverse research methods to gain a deeper understanding of our visitors, including their demographics, behaviors, and needs, enabling us to better tailor our services on rocketmortgage.com.
- Formulate a well-informed strategy and testing framework for rocketmortgage.com, drawing insights from our research findings to enhance user experiences.
- Enhance the homepage of rocketmortgage.com to deliver a more streamlined and user-friendly experience, with a goal of achieving a 20% increase in conversion rates compared to our current performance.
- Implement design improvements on rocketmortgage.com that align with our updated brand standards, incorporating design system components and patterns for a cohesive and visually appealing website.
