Turning Passive Readers into High-Intent Leads

Transforming the blog from a passive content destination into a strategic acquisition channel by aligning conversion opportunities with user intent throughout the reading experience.

CLIENT

GoHealth

INDUSTRY

Healthcare (Medicare)

MY ROLE

Product Designer

Figma File

CHALLENGE

Despite strong organic traffic, most users never reached the blog's primary conversion point. Important calls-to-action were buried at the bottom of long articles, creating a disconnect between content engagement and lead generation.

WHAT I DID

Analyzed user behavior through analytics, session recordings, and usability testing, then redesigned the conversion experience by introducing a persistent mini lead form that allowed users to take action without leaving the reading experience.

RESULT

Converted passive blog traffic into a high-intent acquisition channel, increasing lead form visibility by 3X and driving a 15% increase in qualified leads through a more seamless path from content to enrollment.

From Passive Content to Conversion Engine

The blog attracted highly engaged readers, but many struggled to find the next step after consuming content. Analytics showed significant drop-off on long-scroll articles where conversion opportunities appeared too late in the journey.

Rather than asking users to search for enrollment options, I explored how conversion could become part of the reading experience.

Designing for Intent, Not Interruption

Usability testing revealed that many users didn't know what to do after reading an article. Traditional calls-to-action felt disconnected from the content they were consuming.

This shifted the strategy from increasing visibility to supporting users at the moment of interest.

Capturing Demand at the
Right Moment

Session replay data showed many users never reached the bottom of articles where lead forms existed.

To address this, I introduced a persistent mini lead form that remained accessible throughout the reading experience, creating a more natural path from content to conversion.

Driving Alignment Across Teams

This project required close collaboration across product, marketing, and engineering teams to define lead quality, simplify data collection, and balance conversion goals with user trust.

These conversations directly informed the final experience.

Experience & interaction design

The final experience embedded conversion directly into the reading journey through a streamlined mini lead form that remained visible without disrupting content consumption.

By reducing friction and increasing discoverability, users could act when they were ready rather than searching for the next step.

The outcome

The blog evolved from a passive content destination into a scalable acquisition channel. The final experience introduced a low-friction path from educational content into the enrollment journey. Users could provide minimal information within the article before transitioning into the full enrollment flow, allowing GoHealth to capture intent at the moment of engagement while maintaining lead quality.

By aligning conversion opportunities with real user behavior, the redesign increased visibility, engagement, and lead quality while creating a more intuitive path toward enrollment.