Scaling Leads by 375% via Conversational AI

An interactive package selector bot designed to reduce decision paralysis. By guiding users through a personalized funnel, we didn't just improve UX we exploded high-intent sales leads.

Role

Lead Product Designer (UX Strategy, Interaction Design, Experimentation)

Impact

+375% Lead Gen, +4.4% Overall Revenue Lift

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 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 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.

Project Overview & Impact

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 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.

Before DAT Load Board Product Selector Bot

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	+4.4% (Winner)
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: Figma (High-fidelity prototyping)
Experimentation: VWO (A/B Split testing)
Analysis: Hotjar Heatmaps & GA4 Event Tracking
Strategy: Behavioral Economics (Choice Architecture & Anchoring)

Tools & Methodology

Design: Figma (High-fidelity prototyping)
Experimentation: VWO (A/B Split testing)
Analysis: Hotjar Heatmaps & GA4 Event Tracking
Strategy: Behavioral Economics (Choice Architecture & Anchoring)

Other projects

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Driving $321k+ in total revenue expansion by re-engineering the carrier upgrade path through contextual value-signaling and behavioral design.

Recommended row on the Carrier Pricing Grid on the Load Boards page

Accelerating the Path to Purchase via "Recommended" Logic

Simplifying complex carrier pricing for better plan-fit. By adding explicit carrier-size guidance, we reduced decision time by 11 seconds and drove a 16% lift in SSU (Self-Service Signup) starts.

+166% Revenue Lift: Highlighting Value over Price

A strategic redesign of the pricing grid hierarchy. By injecting contextual pop-ups and emphasizing higher-tier feature benefits, we shifted the plan mix and generated $30k+ in monthly incremental revenue.

Optimizing the First Fold: A $15k/Mo Design Lift

A holistic refresh of the high-traffic landing page. By shortening headers and prioritizing segment-specific CTAs, we improved engagement across all user categories and boosted annual revenue by $180k.