freee Accounting Product Page CVR Improvement
Key Visual Refresh Based on Target User Insights
+167%
Document Download CVR
vs. original design
+121%
Document Download Button CTR
vs. original design
Primary CV
Document Download
Client
freee K.K.
Page
freee Accounting
Initiative Type
LPO / A/B Test
Approach
GA4 / UserInsight
Background
Users who were already interested — still leaving
GA4 funnel analysis revealed that the vast majority of traffic to this product page followed the path: search engine → site top → product page. In other words, users had already read and understood the site top content, actively choosing to click through to this page.
Users following this path showed a high level of interest and purchase intent. Yet despite arriving with that level of consideration, CVR was falling short of expectations.
Source
Search Engine
Path
Site Top
(read & clicked through)
Landing
Product Page
Problem
CVR not meeting expectations
Problem Analysis
Visualizing where users were stopping with heatmaps
After mapping traffic patterns with GA4 funnel analysis, I used UserInsight heatmaps to analyze scroll depth and click maps in detail.
The results were clear: the vast majority of users were leaving at the key visual section, with almost none of the content below it being read.
This finding led me to examine the key visual messaging and visuals with the persona in mind — SMB owners and finance managers. The existing key visual was communicating product features, not the answer users were actually looking for: "can this solve my problem?"
Key findings from UserInsight heatmaps
Most users were bouncing at the key visual — everything below was going unread. Conclusion: what the key visual communicates is the primary lever for CVR improvement.
Process
STEP 01
Traffic Analysis with GA4
Mapped user traffic patterns via funnel analysis to understand arrival context and estimate purchase intent
STEP 02
Behavioral Analysis with UserInsight
Analyzed scroll depth and click maps, confirming mass drop-off below the key visual and identifying the priority area for improvement
STEP 03
Persona-Driven Messaging Strategy
Mapped persona pain points and decision drivers, shifting the messaging axis from "feature explanation" to "answer to their problem"
STEP 04
Key Visual & Copy Redesign (Figma)
Refreshed key visual and headline copy across three axes: credibility, empathy, and specificity. Designed A/B test variants in Figma
STEP 05
A/B Test Design, Execution & Monitoring
Owned end-to-end: test design, sample size calculation, execution, and statistical significance validation
STEP 06
Analysis, Reporting & Production Rollout
After confirming significance, rolled out the winning variant to production and reported the improvement process and learnings to the team
Insight
What moves the needle on B2B sites more than design
On B2B SaaS sites, there is a ceiling on how much CVR you can move through UI techniques like button color, placement, or sizing. Especially on a page being reached by high-intent users who actively navigated there, what they need is not a feature explanation — it is the conviction that their problem can be solved.
CRO principle applied
The right question for a B2B site key visual is not "does this look impressive?" — it is "will the target audience feel this is speaking to them?" Reading traffic source and consideration stage in GA4, identifying drop-off points in heatmaps, and placing messaging that matches that context above the fold is the shortest path to CVR improvement.
Results
Statistical significance confirmed in A/B test, rolled out to production
+167%
Document Download CVR
vs. original design
+121%
Document Download Button CTR
vs. original design
Next Steps
Each of these case studies follows the same end-to-end process: analysis → design → implementation.
