Optimising the Website Acquisition Funnel
SwissBorg's website is the primary entry point for acquiring new users, and I lead the design to continuously optimise the acquisition funnel through experimentation and conversion-focused design. The website grew to 170K monthly visitors and achieved conversion rates of up to 15%.
project role
Product Designer
Status
Live
Year
2023
Problem
The SwissBorg website plays a critical role in the acquisition funnel, acting as the first touchpoint for potential users before they download the app. The challenge was to create a scalable website that not only reflected the brand but also guided visitors towards conversion while supporting frequent product launches and marketing campaigns.
Process
I collaborated closely with Product, Marketing, and Engineering to understand campaign goals, user behaviour, and business priorities. Through competitor research, user insights, and continuous A/B testing, we refined the website's information architecture and identified opportunities to improve conversion. Rather than treating the website as a static marketing asset, we evolved it into a scalable acquisition platform by designing reusable components and experimenting with navigation, messaging, trust signals, testimonials, CTAs, and page layouts.
Outcome and impact
Continuous experimentation helped us better understand which content and design patterns resonated most with users, enabling faster iteration and more informed product decisions. The website grew to 170K monthly visitors, achieved conversion rates of up to 15%, improved its visibility on Google Search, and increased accessibility, SEO, and best-practice scores while providing a scalable foundation for future campaigns.
reflection
This project reinforced that acquisition is an ongoing optimisation effort rather than a one-time redesign. By combining scalable design systems with continuous experimentation and close collaboration across Product, Marketing, and Engineering, we built a website that could evolve alongside the business while consistently improving user acquisition.
Optimising the Website Acquisition Funnel
SwissBorg's website is the primary entry point for acquiring new users, and I lead the design to continuously optimise the acquisition funnel through experimentation and conversion-focused design. The website grew to 170K monthly visitors and achieved conversion rates of up to 15%.
project role
Product Designer
Status
Live
Year
2023
Problem
The SwissBorg website plays a critical role in the acquisition funnel, acting as the first touchpoint for potential users before they download the app. The challenge was to create a scalable website that not only reflected the brand but also guided visitors towards conversion while supporting frequent product launches and marketing campaigns.
Process
I collaborated closely with Product, Marketing, and Engineering to understand campaign goals, user behaviour, and business priorities. Through competitor research, user insights, and continuous A/B testing, we refined the website's information architecture and identified opportunities to improve conversion. Rather than treating the website as a static marketing asset, we evolved it into a scalable acquisition platform by designing reusable components and experimenting with navigation, messaging, trust signals, testimonials, CTAs, and page layouts.
Outcome and impact
Continuous experimentation helped us better understand which content and design patterns resonated most with users, enabling faster iteration and more informed product decisions. The website grew to 170K monthly visitors, achieved conversion rates of up to 15%, improved its visibility on Google Search, and increased accessibility, SEO, and best-practice scores while providing a scalable foundation for future campaigns.
reflection
This project reinforced that acquisition is an ongoing optimisation effort rather than a one-time redesign. By combining scalable design systems with continuous experimentation and close collaboration across Product, Marketing, and Engineering, we built a website that could evolve alongside the business while consistently improving user acquisition.