Achieve Personal Loans Landing Page Redesign

Page strategy, brand alignment, product intent alignment, design system updates, research & testing, cross-functional direction, and engineering handoff

Early test results showed a +19.3% lift in Direct-to-MP, moving from 47% to 56.1% within the first 4 weeks of the experiment.

01

  • Achieve’s Personal Loans page is the highest-performing landing page by traffic and engagement, with a strong 47% Direct-to-MP rate, but downstream conversion lagged.

    Internal data showed users were entering the flow with loan intent, but lacked early trust, clarity, and confidence to continue into qualification.

    This presented an opportunity to modernize the experience, close competitive gaps, and reinforce Achieve’s credibility in a regulated financial environment.

    • Most users arrive with loan intent, but loan messaging was weak or unclear

    • Debt relief-first framing caused users to misunderstand Achieve’s broader offerings

    • Lack of legitimacy cues (trust badges, real member proof) created skepticism

    • Personal loans users with strong credit profiles weren’t seeing relevant solutions fast enough

    • Conversion fell at the point where users were forced to choose a product

Project Snapshot

02

  • Increase Direct-to-MP Rate by ~20%, from 47% to 57%

    The core measurable goal of the project was to improve how many high-intent users entered the multi-product acquisition flow from the personal loans landing page.

  • ~$638k incremental marketing margin/year

    Achieved by:
    • Increasing qualified traffic entering the funnel

    • Improving conversion efficiency without increasing paid spend

    • Reducing friction and hesitation before checking their rate

    • Every +0.2pp ER lift on head pages unlocks ~$2M incremental margin per quarter

    • Increase Hero CTA interaction (more users checking their rate)

    • Increase scroll depth (engagement with “How it Works” and value props)

    • Increase trust element interaction (Trustpilot + social proof)

    • Improve clarity + comprehension (measured in usability testing)

Goal and Success Metrics

03

My Role & Responsibilities

Collaborated with:

Worked with Brand 
on voice and trust expression

Brand

PMs

Partnered with Product to define problems and KPIs

Engineers

Engineering to ensure feasibility + performance

Collaborated with PM + Data to define KPIs and A/B test structure

Data Science

Compliance

Compliance to meet regulatory standards

  • Defined the content ecosystem, module architecture, and page-level IA

  • Designed new modular approaches that now inform the broader acquisition ecosystem

  • Leveraged AI-assisted exploration to accelerate early IA and layout concepts

  • Facilitated alignment sessions and walkthroughs to ensure fidelity between design intent and implementation

What I Drove:

04

  • Clear comparison upfront
    Competitors show rate ranges, terms, fees, and side-by-side benefits immediately—making decisions quick and low-effort.

    Transparency builds trust
    Key info like fees, eligibility, and funding timelines appears above the fold, helping users feel informed early.

    Human visuals + scannable benefits
    Customer imagery is paired with 5–7 quick benefits to make value easy to understand at a glance.



    Clean layouts + focused CTAs
    High-contrast sections, simple structure, and consistent CTA placement support fast scanning and clearer next steps.

  • Key gaps in the existing personal loans page:
    • Trust badges buried below primary content
    • Low-intent headline and unclear hierarchy
    • Over-emphasis on calculator
    • Redundant value props lacking scannability
    • Unoptimized mobile experience

    Primary audience:
    • Borrowers under financial stress
    • Users with relatively high credit who want to consolidate debt
    • Visitors unsure which product is best
    • People skeptical of online lenders who need reassurance

  • Why I used AI:
    • Generate fast structural variations (hero-first layouts, value-prop)
    • Explore 4–6 information architectures quickly
    • Test variations of calculators, sliders, and trust block placements

    What I adopted:
    • Trust markers repositioned into the hero
    • Hero text simplified to high-intent PL messaging
    • 3-step guide added right under hero
    • Value props tightened to 3–4 high-intent benefits

Design Approach

05

The Solution

  • Clear, intent-driven hero messaging

  • Immediate visibility of key value props

  • Trust cues embedded directly into 
the hero

  • Interactive rate slider for fast exploration

  • Strong visual hierarchy with a high-contrast primary CTA

  • “See my rate” softens the tone a bit

  • For first time visitors, we added a line of copy to reassure the process is simple and has no impact to their credit profile

Above-the-Fold Transformation

3-Step Loan Process

  • Pre-qualify

  • Compare options

  • Get funds quickly

Replaced dense text with a simple, scannable flow:

  • Clear explanation of loan benefits

  • Poof that Achieve is legitimate and trustworthy

  • Simple next step, not a complex decision tree

  • Rapid confirmation that they were in the right place

  • More transparency to less skepticism

  • To feel seen, not judged (distressed but credit-strong users)

Users needed:

Video + Value Proposition Redesign

  • Human tone surfaced here with trust markers

  • Shifted from debt-relief-first messaging to loan-forward clarity aligned with user intent

  • Replaced generic photography with authentic HIW video to build emotional connection

  • Simplified content to reduce cognitive load for stressed users with strong credit profiles

  • Strengthened product-fit clarity so loan-seeking users immediately see relevant benefits

06

Final Designs

  • Enhanced readability

  • Balanced spacing

  • Trust cues higher in scroll

  • Stronger hierarchy

Mobile Design

  • Trust-based hero

  • Integrated rate slider

  • Refined value props

  • Simplified structure

  • Focused "How it Works" section

  • Clear CTAs

Desktop Design

07

Impact & Results

Early test results showed a +19.3% lift in Direct-to-MP, moving from 47% to 56.1% within the first 4 weeks of the experiment.

Primary KP

  • More high-intent users entered the qualification funnel

  • Reduced friction increased qualified traffic without additional marketing spend

  • Trust improvements led to lower bounce rates and 
deeper scroll engagement

~$150k margin in the first month

  • +12–18% increase in users reaching pre-qualification

  • Lower cost per qualified user due to more efficient 
self-selection

  • Improved traffic quality signals sent upstream to paid acquisition teams

  • Reduced drop-off at the hero by ~22%

  • Higher scroll engagement (+28%)

Business Impact

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