Growth Design & A/B Testing for Rocket Mortgage
TIMEFRAME TO BUY EXPECTATION SETTING
OBJECTIVE
Improve engagement by setting clearer expectations during the “timeframe to buy” step.
EXPERIANCE
Updated the headline to “Where are you in your home buying journey?” and added a sub-headline. “This will help us tailor your journey.”
RESULTS
+10% uplift in Application Starts
+5% uplift in Soft Credit Pulls
PROJECTED MONTHLY IMPACT
+57 incremental closings
+$19M in closed loan volume
WHY THIS WORKED
This small content change helped set clearer expectations and made the step feel more purposeful. As a result, we saw a 10% increase in application starts and a 5% lift in soft credit pulls, suggesting that users were more confident and engaged moving forward in the flow.
PRE-SSN INTERSTITIAL FOR PURCHASE CLIENTS
OBJECTIVE
Increase conversation through clearer value communication prior to SSN entry.
EXPERIANCE
Introduced a new headline and a bulleted value proposition list clarifying the benefits of the next step.
RESULTS
+7% uplift in Allocations
+5% uplift in Rate Locks
PROJECTED MONTHLY IMPACT
236 incremental closings
$80M in closed loan volume
WHY THIS WORKED
By adding icons and a bulleted list to the Pro-SSN interstitial screen, we made the value of moving forward more immediate and visually scannable. The new headline and clear benefit breakdown helped reduce uncertainty and build before SSN entry.
WELCOME SCREEN CTA
OBJECTIVE
Optimize early funnel engagement by testing CTA copy variants on the Refinance Welcome Screen.
EXPERIANCE
Changed welcome screen CTA from “Start my application” to “See what I qualify for”
RESULTS
+26% uplift in Application Starts
+11% uplift in Soft Credit Pulls
+12% uplift in Apps (70% SS)
+19% uplift in Folders (85% SS)
PROJECTED MONTHLY IMPACT
154 incremental closings
$52M in closed loan volume
WHY THIS WORKED
Changing the CTA to “See what I qualify for” made the action feel more personal, low-risk, and value-driven. This clearer framing likely reduced friction and increased motivation to engage — resulting in a +26% uplift in Application Starts, +11% in Soft Credit Pulls, +12% in Apps, and +19% in Folders.
INTERSTITIAL BETWEEN GOAL AND PII
OBJECTIVE
Improve early funnel conversion by reaffirming Unser goals before entering personally identifiable information (PII).
EXPERIANCE
Added an interstitial between refi goal and PII to reinforce user intent and smooth the transition.
RESULTS
+17% uplift in Soft Credit Pulls
PROJECTED MONTHLY IMPACT
236 incremental closings
$80M in closed loan volume
WHY THIS WORKED
Adding an interstitial screen that reinforces the client’s goal and explains why we ask for contact information helps build trust and reduce user hesitation. By clearly framing the value of sharing their info, users feel more informed and in control — leading to a +17% uplift in Soft Credit Pulls.
SSN TEST
OBJECTIVE
Redesigned the UI of the soft credit screens in Refi and Purchase flows to reduce drop-off rates.
EXPERIANCE
Added a friendly card below the input field to reassure users that sharing their SSN won’t affect their credit score, and to explain why we ask for it and paired with playful UI icons to make the message feel clear and approachable.
RESULTS
+30% uplift in Hard Credit Pulls
PROJECTED MONTHLY IMPACT
347 incremental closings
$80M in closed loan volume
WHY THIS WORKED
Ease user hesitation by adding clear, concise messaging that explained why sensitive information like SSN is needed and reassured users it wouldn’t impact their credit score. Friendly visuals and a more transparent experiance built trust and clarity, resulting in higher completion rates and reduced drop-off.