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Driving 60% More Leads
Project
Driving 60% More Leads Through Strategic UX & Microcopy Testing
Problem
Yell’s search results pages attracted over 1.1M monthly mobile visits, yet conversion into business leads remained low. Key issues included:
- Unclear entry-point UX and friction-heavy interactions
- Language like “Post a Job” alienated non-trade users, reducing engagement
- Lack of contextual guidance and trust signals decreased form completion
- No paid marketing support meant UX had to carry the full weight of lead generation
Goal
Design a conversion-focused consumer experience that:
- Transforms organic traffic into high-quality business leads
- Resonates with diverse service seekers (not just trades)
- Delivers trust, clarity, and ease of use at key touchpoints
- Supports scalability across all service types with no marketing spend
Process
Define Business Vision → Stakeholder Workshops → Consumer Research → Problem Framing → Ideation → A/B Testing → Iteration → Validation → Delivery
Strategy
To align with Yell’s goal of generating 1 million leads, I focused on creating a frictionless, high-converting UX at the top of the funnel:
- Prioritised organic entry points on mobile (highest traffic source)
- Reframed the interaction model to reduce cognitive load and increase clarity
- Used language testing and microcopy iteration to improve messaging resonance
Research & Insights
- Established a consumer research pool and ran empathy workshops to uncover user intent and service-seeking behaviours
- Conducted guerrilla testing to validate assumptions and copy decisions
- Identified that the term “Post a Job” caused confusion, especially for services like beauty, pet care, or tutoring
💡 High-impact A/B Test Result:
Replacing “Post a Job” with “Post your enquiry” increased click-through rates by 60%.
Iterative UX Design
- Introduced CTA variations based on context and location on the page
- Updated form snack bar UI to reinforce trust, simplify progress, and nudge completion
- Ran agile sprints with regular data reviews and rapid test deployment
- Collaborated with marketing, CX, and engineering to ensure alignment with KPIs
Cross-functional Collaboration
- Facilitated product/engineering workshops to align on key UX health metrics
- Partnered with CX teams to gather qualitative feedback from support interactions
- Maintained a test-and-learn loop, embedding UX performance into team rituals
Result
A reimagined consumer experience that delivered a 60% uplift in conversion from organic traffic, laying the groundwork for Yell’s marketplace growth by turning passive browsers into active, high-quality leads, all without any marketing spend.
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