Overview
Mortgage House is one of Australia's largest independently owned non-bank lenders, offering home loan and finance products nationwide. While working at Ultimate Edge Communications, I led the UX/UI redesign of their campaign landing pages, which were central to Mortgage House's digital marketing and lead generation activity across key audience segments including refinancers, first-home buyers and property investors.
The Challenge
Campaign traffic was being directed to landing pages built within the Mortgage House WordPress CMS, which created a hard ceiling on what was designable, testable and optimisable. Page templates were rigid, module configurations were fixed, and there was no mechanism to A/B test layout or messaging variations. Earlier pages built within these constraints required custom HTML and CSS overrides inside text block modules just to achieve basic layout improvements — a workaround that produced incremental gains but couldn't solve the underlying problem.
The result was landing pages that felt visually dated compared to newer fintech competitors, had inconsistent structure across audience segments, and performed poorly on mobile despite growing mobile traffic from paid campaigns.
The Approach
Rather than continuing to work within the CMS constraints for campaign activity, I identified Unbounce as a standalone landing page platform that could operate independently of the WordPress site. This unlocked full design flexibility, significantly faster build and iteration cycles, and, most importantly, the ability to run A/B tests with real campaign traffic to validate design decisions rather than rely on assumptions.
I audited the existing landing pages and identified the core issues: weak above-the-fold hierarchy, unclear conversion pathways, poor mobile layout, and a visual language that wasn't keeping pace with the market. I then designed a suite of pages for each primary audience segment, with A/B variants to test different approaches to hero messaging, content structure and call to action placement.
All pages were designed to stay firmly within the Mortgage House brand and design system, ensuring consistency with the main site while taking advantage of the greater flexibility Unbounce provided.
The Approach
The constraints of the Mortgage House WordPress CMS made meaningful improvement difficult within the main site. Page templates were rigid, modules were fixed, and the budget didn't allow for a platform rebuild. Rather than accepting these limitations, I explored what was achievable within and around them.
Within the CMS, I used HTML and CSS overrides inside text block modules to create custom layouts that the templates weren't designed to support — essentially working around the system to improve visual hierarchy, spacing and content structure without breaking the existing framework.
To unlock greater design flexibility for campaign activity specifically, I introduced Unbounce as a standalone landing page platform. This allowed us to design and build pages outside the CMS constraints entirely, while maintaining full consistency with Mortgage House's existing brand and design system.
Within the CMS, I used HTML and CSS overrides inside text block modules to create custom layouts that the templates weren't designed to support — essentially working around the system to improve visual hierarchy, spacing and content structure without breaking the existing framework.
To unlock greater design flexibility for campaign activity specifically, I introduced Unbounce as a standalone landing page platform. This allowed us to design and build pages outside the CMS constraints entirely, while maintaining full consistency with Mortgage House's existing brand and design system.
The Solution
The Unbounce pages introduced a cleaner, more structured approach to each audience segment. Above the fold, the most relevant offer and trust signals were prioritised. The three-step process module simplified a complex product into a clear, scannable journey. Loan product cards were redesigned to clearly surface rates and key differentiators. The mobile experience was substantially improved, with layouts designed specifically for smaller screens rather than adapted from desktop.
A/B variants tested meaningful differences in layout and messaging, allowing the highest-performing approaches to be identified and iterated on over time.
Outcome
The Unbounce pages outperformed the existing WordPress landing pages across key campaign metrics, contributing to improved lead quality and a measurable increase in qualified enquiries. The platform also gave the team significantly greater agility — pages could be updated, tested and launched without development resources or CMS constraints.