The Challenge
What Ozzie Was Facing
Ozzie's landing pages were generating significant traffic but converting less than 2% of visitors into registered users. The value proposition was buried below the fold, CTAs were competing with secondary navigation, and the sign-up flow required too much commitment too early — killing conversion before users reached the product.
The Solution
What We Built
We applied a conversion-rate optimisation framework across the full acquisition funnel. The homepage was restructured around a single hero CTA, supported by social proof and a benefits-led headline. The sign-up flow was reduced from seven steps to three, with email-first entry removing upfront friction. We ran multivariate tests across four landing page variants.
Results
Measurable Outcomes
✓43% increase in lead capture from organic and paid traffic
✓Sign-up completion rate improved from 28% to 67%
✓Cost per acquisition dropped by 37% within the first quarter