445% Above Benchmark: Redesigning a Lead-Gen Page That Broke Records
Redesigned a Meta landing page and introduced a logic-based quiz funnel for a national laser hair removal brand — using user research to challenge client assumptions, rewrite CTA copy, and rebuild key modules. The result was the highest-converting page in the brand's history.
Health & Wellness
Lead Generation
Meta Paid Acquisition
CRO
ROLE
Sr. UI/UX Designer & CRO Specialist
ENGAGEMENT
1 year
TOOLS
Figma, Hotjar, UserTesting
METHODS
User Interviews, User behavior Analytics, Competitive Research, A/B Testing
The Challenge
Milan Laser — a leading national laser hair removal brand — was driving significant Meta ad spend to a landing page that wasn't performing. Conversion rates were below benchmark and cost-per-lead was higher than acceptable.
The added constraint: the lead form itself couldn't be redesigned. Every conversion gain had to come from everything around it - copy, structure, modules, and CTA strategy.
The question wasn't just what to change. It was how to engineer a meaningful lift with constraints.
Key Decisions & Results
Led with research before touching a single frame
Instead of jumping straight into redesign, I ran user interviews and a competitive audit first. The goal was to understand why the page was underperforming before deciding what to change.
Results:
Uncovered two critical blockers: price hesitation at the CTA and a promo-heavy hero that became the foundation of every design decision that followed
Redesigned the homepage guided by best practices and user interview insights
The redesign include:
CTA copy rewritten to address price confidence
Hero rebuilt around outcomes and trust signals instead of promotional messaging
CTA placement strategy expanded across the page to reduce friction at every stage of conviction
Updated copy on the lead form to reduce friction and increase perceived safety at the moment of conversion.
Results:
+59% lead volume, +60% lead CR, $97.8K revenue attributed, 445.67% above paid display benchmark (0.56%) — the highest-converting landing page in Milan Laser's history
Introduced a logic-based quiz funnel to qualify users and ease conversion barriers
The quiz asked targeted questions to learn more about each user: whether they'd considered laser hair removal before, which areas they were interested in treating, their current hair removal method, their timeline, and what was holding them back. This gave us valuable first-party data while simultaneously making users feel seen and understood rather than sold to.
As users moved through the quiz, we addressed their specific hesitations directly by providing information about pain levels, pricing, safety, and effectiveness. By the time users reached the end of the funnel, their objections had already been answered. We then introduced Milan with a limited promo offer, social proof through testimonials, and an FAQ to handle any remaining hesitation before the lead capture.
Results:
+78% lead CR, -43.42% CPL, 122.66% above paid display benchmark (0.91%)
Key Takeaway
The biggest wins here weren't visual — they were strategic. Knowing when to push back on a client, when to let research do the arguing, and how to design around hard constraints are the skills that produced results consistently above benchmark across two distinct funnel formats.
A locked form, a skeptical client, and a below-benchmark page are all solvable problems — if you start with the right questions. And when a static page hits its ceiling, a well-designed quiz funnel can unlock an entirely new conversion ceiling. The design was the vehicle. The thinking was the result.