Client: Maximor • Agency: Irregulars Alliance • 14 Day Rapid Sprint • Web • UX Designer • Shipped
⭐ Live Link: Benchmark Landing Page & Tool
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Key Decisions at a Glance
Low-commitment hero CTA → captures early interest before asking users to complete the benchmark.
Email capture before the survey → Every abandonment still produces a usable lead
Survey in a new tab → Landing page stays open as a trust anchor throughout
One question at a time + progress bar → Made 15 questions feel fast and completable
Inline live benchmarking after each answer → Turned a form into an ongoing value exchange
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Maximor needed a high-converting landing page and interactive benchmarking survey to support a multi-channel outreach campaign targeting Chief Financial Officers.
The end product: a focused digital experience that took a time-pressed executive from cold awareness to completed benchmark in a single session, and handed sales a warm, qualified lead on the other side.
The goal was to design a landing page for Maximor's benchmarking tool that would convert CFOs arriving from three distinct channels: LinkedIn ads, email outreach, and sales-led referrals. The success metric was two-fold — survey completion and report download, both of which were achieved at launch.
My scope included the landing page, and the survey UX. The design had to live strictly within Maximor's modern fintech brand guidelines with a two-week delivery window.
The core tension of this project was audience vs. ask. CFOs are among the hardest audiences to convert. They are high-context decision makers with minimal tolerance for friction, and they guard their time and contact details carefully. Asking one to complete a 15-question survey before receiving anything in return is a significant conversion challenge.
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The design problem was therefore not just visual. It was strategic:
How do you make a high friction experience feel worth it before the user has seen the payoff?
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Before touching a single wireframe, I pressure-tested the proposition from the CFO's perspective. The "carrot" at the end of the survey was a personalised PDF report showing where their organisation's operational expenditure stood relative to industry benchmarks. This is genuinely high-value data for a CFO, it validates internal assumptions, surfaces blind spots, and creates a concrete conversation starter with the board.