Homefront Academy

A complete home buying guide with conversion opportunity baked in from the start

Doing good while doing well

This exhaustive (but only mildly exhausting) buying guide walks future homeowners through the buying process.

Originally intended as a separate standalone learning management system product, this guide proved to be most valuable as a long tail marketing and lead incubation tool.

There were many lessons learned along the way.

Superfluous branding was leading some potential customers to leave (seeming to believe they were on a third party educational site) to find a lender.

Excessive lesson navigation in earlier versions emphasized the breadth and depth of the course, but only distracted from the content.

Another challenge of this product was always how to freely give this product away while not inviting cheap conversion gimmicks that would ruin trust. It was essentially a struggle for the soul of the product.


Killing favorite elements in favor of conversion is bittersweet, but necessary.

Homefront Academy

The original branding for the guide was made to feel like a separate organization in the hopes of gaining credibility and a channel for softer sales and lead incubation. However, through user testing and feedback, we learned this only added unnecessary complexity.

Less brand, more bucks

Removing the Homefront branding with a simpler layout resulted in a 20% boost in lead generation without sacrificing quality.

To infinity (and back)

Infinite scrolling the content seemed like a no-brainer, but it lead to a 40% drop in conversion. The lack of critical stopping points meant that customers were less likely to make a decision to begin the process (even with fun confetti at the end of each section).

Navigation is marketing

Selling the product doesn't happen on the lead form, it happens in all the interactions leading up to that moment.

The expanding navigation feature doesn't just allow piece by piece clicks. It instantly gives people a sense of the breadth and depth of the guide.

404 page urls are turned into searches, making sure that people are (actually) helped when something goes wrong.


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