Despite my product page redesign, Rent Advantage adoption remained stagnant. I highlighted new payment plans and user benefits, but user research revealed confusion around eligibility and plan differentiation. Now, I’m collaborating with the team to refine messaging and drive conversions.
23%
Of users show intent
11%
Conversion rate (same as the control)
I identified key target audiences, including newcomers to Canada and used A/B testing to optimize the landing page for each segment. By customizing hero images and copy to speak directly to the unique needs of these groups, I increased relevance and conversion.
14%
Ad CTR
6%
Conversion rate
People want to connect with brands that stand for something. I led the update of Borrowell's 'About Us' page, conducting competitive analysis and collaborating with Marketing to craft content that resonates with multiple target audiences.
15%
Conversion rate
