As we entered the volatile market, we made significant updates to the Betterment homepage to make our high-yield cash and retirement offerings more visible, in addition to the flagship investing option. The updates highlight the diversity of our products through playful animations, customer testimonials, and a dynamic animation that breaks down our tax tools into more digestible stages.
Role: Art Direction, Design, Motion Design
Objective
Optimize the homepage to increase conversion rates by keeping visitors engaged long enough to encourage them to sign up.
Approach
We focused on improving the entire page to better capture attention and convey key benefits:
Ease of use: highlighted through testimonials
Automation: showcased with the tax tool demo
Optionality: emphasized by featuring multiple product offerings to fit different user needs
Results
We achieved a 4.2%–28.2% increase in completed initial funding, a statistically significant improvement. Presenting a broader variety of product offerings gave prospective clients more confidence in Betterment, leading to higher sign-ups and funding.
