+68% organic click-through from a homepage that stopped being a catalogue.
Cover the distance of a famous route, get a real medal in the mail. I redesigned The Conqueror's busiest page: the homepage that meets cold traffic.
The brief, the page structure and the design, plus the shadcn/ui design system underneath it.
Shipped with a developer and a CRO specialist, who ran the test.
Pitch first, catalogue last.
RejectedKeeping 60+ challenge cards in one grid as the first thing a stranger sees.
Analytics showed cold visitors meeting the wall of cards and leaving without picking one. So the page now runs pitch, how it works, proof, then five featured challenges.
Move the catalogue one click back.
Most of the lift came from this move: the full catalogue stayed one click away, and the homepage opened with a pitch and proof instead.
Put the proof near the top.
Proof moved up near the top: 450k members and an 87.93% completion rate, read at a glance before anyone has to pick a challenge.
