Scaling Leads by 375% via Conversational AI
An interactive package selector bot designed to reduce decision paralysis. By guiding users through a personalized funnel, I didn't just improve UX I also, exploded high-intent sales leads.
Role
Lead Product Designer (UX Strategy, Interaction Design, Experimentation)
Impact
+375% Lead Gen, +4.4% Overall Revenue Lift, $36,359 more revenue and 288 more SSU starts
Project Overview & Impact
First-time visitors to the Load Board page often suffered from Decision Paralysis due to the complexity of SaaS plan tiers. I designed and tested an interactive, agentic-style "Package Selector Bot" to guide users through a personalized discovery path. The result was a massive shift in high-intent sales inquiries and a validated $36,359 (4.4%) lift in total revenue.
The Business Problem
High Bounce Rates: Data from Hotjar and GA4 showed users were dropping off the pricing grid without interacting.
Cognitive Overload: With multiple segments (Carrier, Broker, Shipper) and 5+ tiers per segment, users struggled to identify the "best fit" plan.
The Goal: Simplify decision-making and increase the conversion of visitors into either Self-Service Signups (SSU) or Sales-Qualified Leads.
The Design Hypothesis
I moved away from the static grid and introduced a "Guided Discovery" experience.
Interactive Logic: A step-by-step bot that asks 3-5 critical questions: What is your role? What is your fleet size? What is your primary business goal?
Reduced Friction: By focusing the user on one question at a time, we removed the overwhelming visual noise of the full pricing table.
Tailored Recommendations: The bot dynamically presented a single "Best Fit" plan at the end of the flow, using Social Proof ("Recommended for carriers like you") to drive confidence.
Data Validation & ROI
The variation was tested against the legacy page with 120,000+ visitors.
Metric | Result |
Sales Inquiry (Load Board) | +375% Increase |
Authority Leads | +105% Increase |
Overall Revenue Uplift | +$36,359 more (4.4% increase) |
Carrier SSU Starts | Significant engagement in the Pro/Select tiers. |
Strategic Insights
Guided Paths Outperform Choice: In high-complexity SaaS, users prefer to be "led" to a solution rather than "browsing" for one.
Lead Quality: The bot acted as a natural filter, sending high-intent "Sales Assisted" leads to the team while keeping self-service users in the digital funnel.
Optimization Opportunity: Analysis showed a 20% drop-off in the Carrier "Standard" recommendation step, identifying exactly where to iterate for the next test cycle.
Tools & Methodology
Design: Miro (collaboration), Figma (High-fidelity UI & prototyping)
Experimentation: VWO (A/B Split testing)
Analysis: Hotjar Heatmaps & GA4 Event Tracking
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