Overview
Mortgage House is one of Australia's largest independently owned non-bank lenders, offering home loans and finance products nationwide.
As Senior UX/UI Designer at Ultimate Edge Communications, I was responsible for the design and optimisation of campaign landing pages across key audience segments including First Home Buyers, Refinancers and Property Investors.
This project focused on improving the performance of campaign landing pages by addressing platform constraints that limited design flexibility and optimisation opportunities. By moving campaign experiences to Unbounce, I was able to create more adaptable, conversion-focused landing pages that delivered stronger business outcomes.
My Role
UX Research • UX/UI Design • User Journey Mapping • Persona development • Wireframing and prototyping • Design Systems • A/B Testing • Stakeholder collaboration
Results
↗ +67% CTA click-through rate ✎ +50% Lead form completions
◉ +64% Qualified leads. ↘ -15% Bounce rate ⚡40% faster mobile load times
The Challenge
Mortgage House relied heavily on campaign landing pages to generate qualified leads across key audience segments, including First Home Buyers, Refinancers and Property Investors.
Existing landing pages were not generating enough qualified leads and opportunities for optimisation were limited by the CMS. Fixed component layouts and styling limited design flexibility, making it difficult to evolve landing page experiences in response to user behaviour and campaign performance.
The business needed a more adaptable approach that would support ongoing optimisation and improve conversion outcomes.
Research & Discovery
To better understand opportunities for improvement, I reviewed existing campaign performance, user behaviour and competitor experiences.
The analysis highlighted opportunities to strengthen content hierarchy, improve the visibility of key value propositions and make conversion actions more prominent throughout the customer journey. It also identified opportunities to modernise the visual presentation of campaign landing pages while remaining aligned with Mortgage House's established brand guidelines.
These insights informed decisions around page structure, typography, spacing, imagery and conversion pathways, creating a stronger foundation for both user engagement and lead generation.
The Approach
Rather than continuing to work within the constraints of the existing WordPress framework, I explored how Unbounce could provide greater creative and UX flexibility while maintaining consistency with the Mortgage House brand.
The goal was to create a more adaptable landing page framework that would support ongoing optimisation and allow design decisions to be driven by user needs and conversion performance rather than template limitations.
Key focus areas included:
• Improving content hierarchy and readability
• Creating more flexible page layouts
• Strengthening trust signals and social proof
• Reducing friction in lead generation journeys
• Optimising mobile experiences
• Modernising typography, spacing and imagery within existing brand guidelines
• Enabling faster testing and iteration
• Creating more flexible page layouts
• Strengthening trust signals and social proof
• Reducing friction in lead generation journeys
• Optimising mobile experiences
• Modernising typography, spacing and imagery within existing brand guidelines
• Enabling faster testing and iteration
The redesign also provided an opportunity to evolve the campaign design system through updated component styling, reusable design patterns and a more contemporary visual language. Larger typography, increased whitespace and refined image treatments improved readability and visual hierarchy, while the introduction of reusable patterns created a more scalable and consistent foundation for future campaign landing pages.
Refinancer Landing Page Concept A
Refinancer Landing Page Concept B
The Solution
The first landing pages developed using the new approach focused on the Refinancer audience.
Using Unbounce provided significantly greater control over layout, content hierarchy and visual presentation than the existing WordPress implementation. This allowed key information, trust signals and conversion pathways to be structured more effectively around user needs and campaign objectives.
The redesign introduced a cleaner, more modern visual experience through improved typography, increased spacing, stronger content hierarchy and more distinctive imagery, helping important information stand out while improving overall readability.
Multiple page concepts were explored to evaluate different approaches to content hierarchy, messaging and lead generation, creating a stronger foundation for future optimisation and testing.
Outcome
The new landing page framework delivered significant improvements across key campaign metrics, including increased click-through rates, lead form completions and qualified leads.
Beyond the performance gains, the move to Unbounce provided a more flexible platform for future campaign development and optimisation, allowing landing pages to evolve based on user behaviour and business needs rather than being constrained by template limitations.