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MPB Sell Page : Improving quote conversion by designing a Trust-first onboarding experience for first-time sellers

Role

UX Designer (Lead) – Owned end-to-end UX strategy, from hypothesis framing to experimentation and delivery

Team

Cross functional: Product manager, content designers, Marketers

THE GOAL

Establish trust with first-time sellers entering via paid media by crafting a high-performing entry-point experience that educates, reassures, and drives engagement with MPB’s selling flow. Ultimately improving quote conversion and reducing customer acquisition costs.

THE PROBLEM

MPB’s existing flow funnelled paid media traffic directly into a quote form, which was an abrupt and highly transactional step. With no contextual information, onboarding, or reassurance, new users often disengage due to low trust, an unclear value proposition, and friction in the decision-making process. This resulted in high drop-off rates, reduced cost efficiency across channels, and missed revenue opportunities from high-intent, first-time sellers.

HYPOTHESIS

We hypothesised that creating a dedicated, trust-building landing page for new sellers would improve conversion performance by providing upfront clarity and reassurance about MPB’s value, process, and credibility. To validate this, we ran an A/B test comparing two acquisition journeys. One directed users straight to the quote form, reflecting the existing flow, while the other introduced a newly designed landing page. We anticipated that the new experience would boost user confidence, lead to higher quote submissions, improve engagement, and reduce the cost per acquisition.

KEY RESULTS (Quanitative outcomes)

• +405 basis point improvement in quote conversion rate globally for the new sell page compared to the original direct-to-quote journey (25.66% vs 21.29%)

• 25% reduction in cost per quote globally (£10.50 vs £12.80), signalling a more efficient use of ad spend

• +225 basis point lift in quote conversion (8.89% vs 6.64%)

• 20% increase in quote conversions despite 48% lower ad spend

• Meta (UK): Higher conversion to “booking in” stage, indicating stronger intent.

Qualitative insights

• Fullstory analysis confirmed lower drop-off and more engaged scroll depth

• Behavioural patterns showed increased interaction with trust elements

• Survey responses indicated users felt “more confident” and “better informed” about MPB’s process

Strategic impact

• Demonstrated that value-driven onboarding reduces friction in high-intent flows

• Unlocked a scalable acquisition approach for paid media campaigns

Data Sources: Paid media platforms (Meta, Google Search, Programmatic), Fullstory (behavioural analytics), Tableau (quantitative tracking)

Performance Snapshot: New Sell Page vs Old Journey

THE FINAL OUTPUT

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