Optimizing limited-time sales on Rocket.com

Turning insights into impact

Year
2025

My role
Senior Product Designer

Overview

I improved how Rocket.com presents its limited-time sales by focusing on increasing engagement and boosting conversion with each new sale. By refining messaging, optimizing strategy, and testing design variants, I increased click-through-rate and application starts compared to previous sales. This work proves how small, incremental changes can drive meaningful results and profit that scales.

User problem

Users want to quickly understand what the limited-time offer is, whether it applied to them, and how it could help them reach their goal. Without clear, relevant details and a sense of true urgency, these promotions risked feeling routine rather than special, leading some users to wait for the next sale instead of acting in the moment.

Business problem

Each limited-time sale needed to deliver on clear revenue targets, but the frequency of these promotions (almost monthly) risked losing impact. Without a strong sense of urgency and clear, compelling messaging, users were less likely to act immediately—putting both conversion rates and revenue goals at risk.

NORTH STAR

Drive bigger wins with each flash sale

Audience

Home buyers or homeowners who have been hesitant to act, often waiting for lower mortgage rates or better pricing, and who could be motivated to move forward when presented with timely, relevant offers and clear incentives.

Target metrics

  • Reduce bounce rate

  • Increase click-through-rate to main CTAs

  • Increase application start/conversion 

  • Increase closings

My role

Lead designer for each sale

  • tactics

Design process

Discovery

  • Worked with performance marketing and analytics to understand key renter behaviors and motivations

  • Mapped user journeys based on renter page traffic and engagement patterns

  • Identified high-impact page placements across the site where renters naturally visit, such as the purchase focused pages, calculators and educational articles 

Strategy and design

  • Designed a custom landing page focused on the offer, eligibility, and next steps

  • Applied brand-aligned, renter-focused visuals and messaging to build trust

  • Designed and tested promotional modules on pages with high renter traffic (e.g., affordability calculators, educational articles)

  • Ensured design consistency and relevance across different placements without interrupting core site flows

Launch and measurement

  • Worked with data analysts to track engagement and click-through rates

  • Launched a research study, in collaboration with design researchers, to understand how the offer was landing with users in the renter segment

  • Designed a series of questions to get the information we needed to make future iterations to the experience

  • Collected findings and recommendations to share with stakeholders and determine next steps 

Outcomes

  1. Launched a new campaign and landing experience specifically designed for renters

  2. Drove increased awareness of Rocket offerings among rental audiences

  3. Established a scalable framework for targeting emerging buyer segments on Rocket.com

  4. Supported campaign performance and audience expansion for the digital storefront team

  5. Increased engagement throughout the site, saw successful traffic on resources throughout the landing page

  6. Highest performing CTAs - Application link, Article about First time home buying programs, Rent vs buy calculator tool 

Metrics that make an impact

Engagement

Site-wide placements received high click-through-rate to the landing page, based on data tags

Scroll depth

We know from user testing and data analytics, a majority of users made it at least 3/4 of the way down the page and interacted with resources like blog articles and calculators

Conversion

Longer term play, but we are seeing applications increase, all the way to clients who have closed on homes with the program