Fintech · SaaS site & product UI · 2025
Ledgerly
3.1× signups and 62% faster loads for an accounting platform.
The challenge
Where the numbers stood.
Ledgerly's product was winning head-to-head evaluations, but its website was losing them: an eight-second marketing site, a signup flow with eleven fields, and a dashboard that looked five years older than the competition. Paid acquisition was profitable only on branded search.
The approach
Three moves, in order.
Reposition around proof
We cut the pitch to one claim — close your books in a day — and backed it with a live, anonymized demo ledger on the homepage instead of screenshots.
Collapse the signup
Eleven fields became three, with company enrichment filling the rest after the first session. Activation emails moved from day three to minute five.
Rebuild the surface, keep the core
A shared token system reskinned the dashboard screen by screen over eight weeks — no big-bang release, no retraining, no downtime.
The outcome
What changed.
In their words
“Our sales team stopped apologizing for the website. Signups tripled before we touched ad spend, and the new UI closed the gap our champions kept flagging in evaluations.”
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