Optum Bank's paid search landing page for HSA enrollments was leaking visitors before signup — a structured A/B test rebuilt the page around the enrollment action.
Role Led the CRO test — bounce diagnosis, page redesign, and A/B validation to statistical significance
Optum Bank needed its paid search spend on HSA enrollments to convert visitors into signups — but the landing page was sending most of them away before they ever saw the offer.
Visitors arriving from paid search needed a clear, fast path to signing up for a Health Savings Account.
The existing HSA landing page wasn't designed to drive clickthrough to enrollment, so visitors bounced before engaging.
More than 6 in 10 paid search visitors to the HSA enrollment page left without taking action.
Any redesign had to be built, then proven against the existing page with real traffic before it could replace it.
The page layout and messaging weren't structured to maximize clickthrough to the HSA signup flow.
Any redesign needed to be validated against the current page with real visitor traffic before rolling out.
Each visitor who bounced represented a paid-for click that produced zero return for the HSA business line.
The HSA landing page was redesigned to maximize clickthrough to enrollment, then tested head-to-head against the original with paid search traffic.
Audited the existing HSA enrollment landing page to identify where paid search visitors were disengaging.CRO Audit · Funnel Analysis
Rebuilt the landing page layout and messaging around a single goal: maximizing clickthrough to HSA signup.Landing Page Redesign
Split paid search traffic between the original and redesigned pages to measure enrollment conversion lift directly.A/B Test · Split Traffic
Ran the test until results reached statistical significance before committing to the winning variant.Statistical Significance Testing
Doubling enrollments with statistical confidence proved that redesign-and-test cycles directly recover value from paid search spend, turning a leaky funnel step into a reliable enrollment driver.
The audit → redesign → A/B test → significance workflow can be applied to other high-bounce acquisition pages across Optum Bank products.
Without increasing media spend, the same paid traffic now converts roughly twice as many visitors into HSA enrollments.
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