Background
Boundless helps families navigate the US immigration process without hiring expensive lawyers.
They offer step-by-step guidance through each question and document, plus expert review by trained specialists and independent attorneys.
Past conversion funnel experiments had improved engagement, but hadn’t led to more payments.
Our team's focus was on improving our conversion funnel, which was mainly comprised of an "eligibility quiz" which helped people find and learn about which visas fit their situation. Early experiments helped more visitors reach the cart and connect with the sales team, but payments stayed flat. I began to wonder if there was an issue with our main sales pitch, or with our actual product offering.
This experiment reduced quiz friction, and added some additional educational content to the quiz flow.
Improving the discoverability contact info, since many purchases happened via live sales conversations
Research
My research revealed that visitors were seeking simpler, cheaper options.
Boundless had always treated law firms as our main competitors. But as I looked at the data and spent time with families navigating this process, I noticed a shift. Many people no longer saw lawyers as the default. They expected to do much of the work on their own and just wanted someone to provide guidance and make sure they didn't make mistakes.
As the economy tightened, more families attempted to DIY in order to save money.
A survey of site visitors confirmed my hypothesis: nearly half planned to prepare their application without professional support. I made the case to leadership that we needed to have an option to compete with DIY.
10%
Planned to hire Boundless
14%
Planned to hire an attorney
46%
Did not plan to hire help
Product strategy
We introduced a more affordable service option.
The new, lower-priced option would provide basic guidance and quality review, offering confidence and peace of mind for more customers. Our classic service, now called Premium, would include two live attorney calls: a long-requested service for families seeking more support.
Design
The old results page was most visitors' first introduction to Boundless, but it wasn't working. I redesigned the page to fix clarity issues and introduce the new service tiers.
I prioritized the page at the end of the eligibility quiz because for most people, it's their first real introduction to what Boundless offers. The majority of our visitors went there directly from resource articles, and it was the last step before the cart.
Note: the designs above utilize Boundless's company rebrand from 2025. The content strategy, information architecture, and core page structure are from my original 2023 design.
Results
With a new, more affordable product available, conversion jumped 34.5%, confirming what my research predicted.
The new, lower price tier was a hit with our more price-sensitive customers. The K-1 Fiancé Visa had historically had the most budget-conscious customers, and saw a conversion lift of 67%. Other products saw a more modest lift, but satisfaction increased from 7 to 8.9 across all products and tiers. This is likely due to the addition of two lawyer consultation calls for the Premium tier: a long-requested feature.