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Ouihelp - Driving conversion through a redesigned landing experience
Design
Quentin Guérandel
Dev
Lilian Barbe
Impact
The redesign was validated through an A/B test running from September to November 2025.
Metric | Result |
|---|---|
Page-to-lead conversion | +10% |
Lead-to-prospect conversion | +23% |
Qualified leads entering funnel | +25% |
Overview
Redesigned Ouihelp's local agency landing pages, the primary acquisition touchpoint for families seeking home care, resulting in +10% page-to-lead conversion, +23% lead-to-prospect conversion, and +25% more qualified leads entering the funnel.
Challenge
Ouihelp operates through a network of local agencies, each with its own landing page. With over 80% of traffic coming from mobile, these pages are the first and often only interaction families have with the service at a moment of urgency.
The pages were functional, but underperformed on trust and clarity. User interviews surfaced a consistent pattern: families needed more guidance and reassurance before taking action. Key information such as testimonials, process explanations, and financing options lacked visibility. Some CTAs were buried or competing with the cookie banner.
The goal: improve clarity and trust across the journey with a target of +8% conversion rate uplift, validated through A/B testing.
Solution
The redesign humanized the experience and reoriented the page around the user's emotional state rather than the service catalogue.
Key improvements:
Clearer hero section: localized headline, visible CTA above the fold, no competing elements
Stronger social proof: Google reviews, testimonials, and press mentions surfaced higher in the page
Step-by-step process section: demystifying how the service works to reduce hesitation
Dedicated financing section: addressing a top objection before it became a blocker
Mobile and accessibility optimizations: improved readability, CTA persistence, and performance
