Overview

Imagine turning an underperforming lead generation tool into a revenue powerhouse.

That’s exactly what I helped Rocket Mortgage to achieve when we unlocked nearly $2 Billion in incremental revenue through two laser-focused experiments.

Turning a Leaky Lead Funnel into a Revenue Engine

Rocket Mortgage had a problem: their Launchpad Q&A tool—designed to generate leads and initiate the mortgage process—was losing prospects at an alarming rate. Despite heavy investment in top-of-funnel traffic, high customer acquisition costs (CAC) and poor conversion rates were limiting profitability.

Through two data-driven experiments, we streamlined the user experience, reduced friction, and generated nearly $2 billion in incremental loan volume—all without increasing acquisition spend.

Here’s how we did it.

The Challenge

Rocket Mortgage’s Launchpad tool was underperforming. Drop-off rates were high, and too many leads failed to progress to hard credit pulls or closed loans. The goal was clear:

✅ Increase lead submissions by improving completion rates.

✅ Improve lead quality to drive more hard credit pulls.

✅ Maximize loan closings by optimizing the user experience.

We tackled these challenges with two high-impact experiments.

Experiment #1: Restructuring the Q&A Flow to Boost Lead Submissions

Problem

Our analysis revealed that high-friction questions—such as open-ended responses or personal financial details—were driving abandonment early in the process. Users felt overwhelmed, leading to massive drop-offs.

Solution

We reordered the question sequence, starting with easy, low-risk questions to build momentum before introducing sensitive details.

🔹 Prioritized simplicity upfront to reduce cognitive overload.

🔹 Delayed personal info requests until users were more engaged.

🔹 Added micro-explanations to build trust and reduce anxiety.

Results

🚀 Lead completion rates increased by an incremental +4%

📈 Closing rates improved by an incremental +12%

💰 $1.5B in incremental loan volume

Experiment #2: Boosting Engagement with a “Trending” Cash-Out Option

Problem

With rising interest in cash-out home equity loans, prospects came in with clear intent—but the Launchpad tool presented all loan types equally, adding unnecessary friction and decision fatigue.

Solution

We tested two variants:

✔ Variant 1: Highlighted the cash-out option with a “Trending” badge to guide users.

✔ Variant 2: Reordered loan types, elevating cash-out and refinance options while de-emphasizing purchase loans.

Results

Variant 2 outperformed the Control

🚀 Lead completion rates increased by an incremental +5%

🏡 Closing rates improved by an incremental +18.8%

💵 Added $1.1B in loan volume

Key Takeaways

🔥 Friction kills conversions. Removing cognitive overload in lead forms drives better results.

🎯 Visual hierarchy matters. Small tweaks—like a “Trending” badge—help guide user behavior.

📊 A/B testing is critical. These insights now serve as a scalable playbook for future optimizations.

🚀 Business Impact: $2 Billion in New Revenue

These two experiments didn’t just optimize the funnel—they transformed it. More qualified leads, higher engagement, and increased loan closings—all without additional ad spend.

Looking to unlock hidden revenue in your funnel? Let's Talk.