Optimizing limited-time sales on Rocket.com
Turning insights into impact
My role
Senior Product Designer
Year
2025
Company
Rocket Mortgage
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.
THE NORTH STAR
Drive bigger wins with each 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
I was the lead designer focused on activating rocket.com to respond to these sales. I contributed efforts in UX/UI Design, content design, data analytics and synthesis, user research, A/B testing and cross-collaboration between Product, Marketing, Communications, Banking and Engineering.
Design impacts
As the product design lead for flash sale experiences on Rocket.com, I led cross-functional collaboration with content, email, and marketing teams to ensure cohesive messaging, photography, and design across all our channels.
I led the strategy for execution and collaborated with developers and marketers to run targeted A/B tests on homepage hero modules, mid-funnel placements, and landing pages—iterating on messaging tone, design elements, and page layouts to steadily improve performance.
By iterating on messaging tone, CTA design, and page layouts, I delivered incremental, data-backed improvements that led to significant lifts in engagement and conversion.
Taking it a level further: optimization strategy
Taking initiative, I analyzed monthly engagement data since January 2025, documented shipped designs and their impact, and shared insights with stakeholders to guide each new sale’s strategy.
This continuous, data-informed approach delivered measurable lifts in engagement and conversion over time.
Through analyzing user data and research insights, I optimized the designs with every sales cycle.
Click-through-rate engagement increased by 61% from January to June and fueling conversion.
January
February
Tested blue color theme
Added body copy for offer clarity
March
Blue didn’t perform as well, went back to red
Quick turnaround, relied on what we knew and had ready
April
Tag visual treatment to show urgency
Providing clear details on the offer
Content focusing on savings, not rates
June
Softer color, aligned to photography
New offer details, provided clear explanation of offer
Photography to tell a story aligned to the offer
Metrics that make an impact
Based on data from January to June 2025
22%
Reduction in bounce rate
How? Content updates and page optimizations are keeping users engaged and encouraging deeper site interaction
8.6%
Increase in conversion
Conversion fluctuated through the months, but we saw an increase in app start/conversion and an increase in users making it to a credit pull status.
60.62%
Lift in click-through-rate
Proving that ongoing design and messaging iterations helped drive stronger click-through rates over time