The real problem was not the product
Bento for Business had a genuinely strong product. The conversion problem was not awareness and it was not interest. It was that the existing page was not structured around how a small business owner or fleet manager actually evaluates a financial product and decides to trust it. This is a mid-funnel page. The visitor already knows they have a problem. The page's job is to remove every reason not to act. That framing shaped everything from section order to headline language to where trust signals were placed.
Research and data gathering
Before any design work began, Hotjar was used to collect qualitative data including heatmaps, scroll maps, and user polls on the existing page. This revealed where visitors were dropping off, which sections they were ignoring, and what questions they still had before they were willing to convert. The research surfaced three core objections: cost savings clarity, ease of setup, and trust in a new financial product. Every design decision downstream was grounded in that data.
Messaging architecture and copywriting
The full page was written from scratch: hero headline, subheadline, feature callouts, social proof framing, and CTAs. The copy leads with the primary outcome, savings and control, and addresses the top objections before the first CTA appears. The tone is direct and utilitarian, reflecting what fleet managers actually care about. Trust signals were placed at the specific scroll points where heatmap data showed the highest drop-off.
Wireframing and visual design
Low-fidelity wireframes in Sketch mapped the full page: hero, value proposition, feature breakdown, competitive comparison, trust signals, and conversion block. Each section was sequenced to mirror a natural sales conversation. The final design was prototyped in InVision with scroll behavior, hover states, and responsive breakpoints, giving the client and dev team a fully interactive experience before a line of code was written. The visual language was clean and business-credible, built in Sketch.
The final page led with savings over features, distributed trust signals near friction points rather than grouping them, and kept the primary CTA low-commitment to reduce the cognitive cost of converting. The interactive prototype with scroll behavior, hover states, and responsive breakpoints allowed the client and dev team to experience the intended flow before a line of code was written. The result was a page built around how a fleet manager actually makes decisions, not around what the product team wanted to say.
Results
Following launch, the redesigned landing page drove a 33% increase in conversions compared to the previous page. The gains were attributed to the objection-first narrative structure, reduced friction on the primary CTA, and trust signals placed at the specific scroll points where visitors were most likely to drop off.
