FXTM had the tech.The page just wasn't showing it.

The page felt outdated and out of touch with competitors, who all put their technology and app front-and-centre. Conversion rates were low, leading to poor ROI from paid media campaigns. In an already low-trust market full of dubious operators, FXTM's relative anonymity made it difficult to convert high-intent users arriving through search.

The task: identify what was blocking conversion and redesign the full page experience to address it.

1. 01
   Previous experiment analysis

   We had 6 months of experiment data from the existing baseline and previous tests. This told us which elements were already working and where to focus the redesign effort.

2. 02
   Competitor analysis

   I analysed 10 competitors, 5 positioned at beginner traders and 5 at advanced traders. I organised findings into themes and produced a messaging planner and a set of tactical recommendations to help FXTM align with and stand out from the market where needed.

3. 03
   Initial design iteration

   We designed an initial landing page to test ideas and gather data before committing to the final direction. Payment logos had a high click rate and positive impact on conversion. USPs had a high conversion rate when viewed but weren't yet interactive. Plan cards and FAQs performed well. The main problem: high clicks on imagery but low clicks on CTAs, which was the primary driver of the low conversion rate.

• -Most of FXTM's competitors position themselves as technology organisations, placing their platform or app as their primary USP. Their pages look more like SaaS products than financial services.
• -We hypothesised this is because in trading, especially currency trading, the quality of your technology is your competitive edge. Positioning on tech builds trust and justifies the decision to open an account.
• -We focused on messaging and imagery that highlighted the opportunity users could unlock through trading with FXTM, rather than leading with the institution itself.

1. 01
   App screenshots with feature pills

   Competitor analysis showed every major player was leading with their platform. We positioned FXTM the same way, featuring app screenshots in the hero with key features overlaid as pills. Abstract imagery wasn't giving users enough to evaluate.

2. 02
   High-contrast payment method banner

   The initial test showed payment logos had an extremely high click rate and positive impact on conversion. We moved them into a high-contrast banner near the top of the page where they couldn't be missed.

3. 03
   Interactive bento USPs

   The original USPs had a high conversion rate when viewed but weren't clickable. We redesigned them using a bento-box layout and made them interactive, giving engaged users somewhere to go.

4. 04
   ‘Best value’ framing

   Plan card engagement was high in the initial test. To reduce decision paralysis and direct users toward the right option, we added ‘Best value’ framing to the recommended plan card.

5. 05
   Friction-reducing signup framing

   We added a headline above the signup form framing the process as quick and simple, backed by Google research showing this reduces drop-off. Knowing what comes next lowers the anxiety of committing.

6. 06
   Visible signup steps

   We showed the steps of the signup process visually to reassure users and remove uncertainty about what happened after they clicked.

7. 07
   Training content preview

   We added a snippet of training content aimed at beginner traders to help them feel optimistic about their future with FXTM. Showing the path forward makes starting feel less daunting.

8. 08
   FAQs retained

   The initial test showed FAQs had a very high conversion rate when interacted with. We kept them in the final design.

1. 01
   New baseline established

   The v1 redesign became the new baseline after the test concluded. Rollup performance showed RegMy (started registration) at -1.66% and RegFull (completed full registration) at +5.91%. RegFull results were at 80% significance, driven by strong MENA performance offsetting declines in Nigeria and South East Asia.

2. 02
   CTA placement and visibility

   The hero product image with feature tags was receiving 17.6% of all clicks, almost as many as the hero CTA at 20%. CTAs were not prominent enough and users needed more direct guidance toward registration. Scrolling past 90% of the page was associated with lower conversion.

3. 03
   Payment banner engagement

   Less than 50% of mobile users saw the payment strip at all. Users who clicked the banner converted at 22.55%, compared to 8.02% for those who only saw it without clicking. The banner had no CTA to capture that intent.

4. 04
   USP and account callout depth

   Only 33% of users saw the first USP and 20% of mobile users saw all of them. Users who scrolled to 30% depth showed a +29.5% increase in RegMy. The Account Callout section received 2.2% click rate, 50% less than USPs, but scrolling to it (40% depth) still correlated with a +6.3% RegMy lift. The highest interaction within USPs was on “Decision support tools available” pills.

5. 05
   Signup steps and lower page content

   Only 10% of mobile users saw all signup steps and the steps were non-interactive, generating 5.93% of clicks with no destination. Form completion rate dropped from +29.5% better than average to +17.58% past the Signup Steps section. Training content clicks correlated with lower conversion (-3.9%) while FAQ interaction correlated with a 20-80% increase in RegMy. The Lloyds Banner received 0.19% clicks with no notable engagement.

1. 01
   Moved hero image tags below the hero

   The product image with feature tags was pulling 17.6% of clicks, nearly matching the hero CTA at 20%. We moved the tags to a dedicated section below the hero copy to reduce competition with the primary CTA and increase spotlight on registration.

2. 02
   Added CTA on payment banner interaction

   Users who clicked the payment banner converted at 22.55% versus 8.02% for those who only saw it. We added a fade-in CTA with supporting copy beneath the payment icons when clicked, and considered working the banner into hero content on mobile where less than 50% of users were seeing it at all.

3. 03
   Added tooltips to USP pills and a CTA below USPs

   “Decision support tools available” pills had the highest interaction in the USP section. We added tooltips with expanded detail to those pills to give engaged users more information without leaving the page. Reaching 30% scroll depth correlated with a +29.5% RegMy lift, so we placed a “Register Now” CTA directly below the USP section to capture that intent.

4. 04
   Moved account callouts higher on the page

   Scrolling to the Account Callout section at 40% depth correlated with a +6.3% RegMy lift, but the section was receiving half the clicks of USPs. We moved it higher, considered flipping its position with USPs and added a CTA under each callout to give users a direct path to registration.

5. 05
   Replaced or made signup steps interactive

   Only 10% of mobile users saw all signup steps and clicking them only increased RegMy by +5.85%. Form completion dropped significantly past this section, from +29.5% to +17.58% better than average. We either removed the section or made steps interactive with a CTA reveal on click to stop them acting as a dead end.

6. 06
   Collapsed training content behind “Learn More”

   Clicking on training content correlated with a -3.9% conversion rate compared to users who scrolled past it. We collapsed the section behind a “Learn More” expand option so it remained available for users who sought it without pulling others off the conversion path.

7. 07
   Removed or deprioritised the Lloyds Banner

   The Lloyds Banner received 0.19% clicks with no notable engagement across any market. We removed it to reduce page length and eliminate content that was not contributing to conversion.

8. 08
   Shortened page and added earlier CTAs

   Users who scrolled past 90% of the page converted at a lower rate. We shortened the overall page length and added CTAs earlier in the scroll journey to capture intent before it dropped off.

The redesign drove dramatically increased registrations. This was despite added friction for users in Nigeria and South East Asia, where moving the form behind a CTA reduced direct access. We implemented the page as the new baseline after a successful test.