Making the funnel's front door earn every visit.

TrueCar has always struggled with user abandons. People perceived our service as pricing data, they come in, price a car, then leave. But TrueCar's actual service is finding you a car to purchase leveraging that pricing data. This perception gap directly affected the bottom line.

For a company that was trying to reach a billion dollars in revenue and had fallen from a $1.5 billion market cap, this wasn't just an SEO page, it was THE SEO page. Our top-ranked page on Google, and by far the number one referral in our funnel.

I was assigned as UX lead to help solve the problem. The strategy: make our value more apparent through functionality, messaging, or both. No tweak was too small to test, but whatever we did had to stay within the confines of our current services and data.

The experience was anchored on four principles:

1. Upfront anchoring on pricing data, honor the main reason people were coming, but use it as a gateway
2. Clear next action, reduce ambiguity about what to do after seeing the price
3. Well-rounded vehicle information, aggregate media and details to help expedite a shopping decision
4. Compelling inventory visualization, built around the primary motivator for car shopping: proximity