Situation
OptionsHouse needed landing pages for a commission-free trades campaign aimed at serious traders who used advanced technology. The marketing objective was low rates plus third-party recognition (Barron’s) for the platform.
Constraint
Pages had to coordinate with technology and regulatory compliance. Claims, layout, and the path to account open were not free-form creative.
Decision
I was the primary visual and UI designer and developer. Pages were A/B tested alongside coordinating advertisements so creative and media shared a hypothesis.
Outcome
Tests showed that a clear view of the trading platform was a strong motivator to reach the account-open step—stronger than rate messaging alone.
What I would do again
Put the product in the hero when the buyer is evaluating tools, not slogans.
What I would change
I would have published the test readout as a one-pager for the next campaign so the insight did not live only in the people who ran it.