Lumen retrospective: what 6 weeks taught us
Demo conversion grew 3.2× — but not because the design 'looked nice'. Here's the real reason.
Eight weeks have passed since Lumen launched — long enough to look at the numbers and pull honest takeaways. Sharing what worked, what didn't, and what we'll change next time.
What worked
The biggest conversion lift didn't come from the homepage, it came from the role-specific landings — separate pages for PM, Growth, and Data. When the ICP sees their context in 5 seconds, the demo form gets filled out 4× more often.
What didn't work the first time
The pricing calculator in the hero. The idea was an interactive ROI; in practice, users got lost by the third slider. We moved the calculator down to the pricing page and replaced the hero with three clean tiers.
Where 80% of the impact is
80% of the lift came from two screens: hero and social proof. If you have five hours of optimization budget — spend them there. Don't go redesign the FAQ if your hero doesn't communicate value in 5 seconds.
What we'll change next time
Previously we placed social proof near the bottom — clients reached the end and trusted us. Now we're moving logos and one strong quote right under the hero. The next case will be the experiment.