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A fintech homepage that finally explained the product
Cobra Pay is a Manila-based payments platform for SME exporters. Their old site led with vague value props and lost most visitors before they understood the product.
The challenge
Engineering had built a powerful platform, but marketing was speaking in abstractions. Bounce on the homepage was 71%. The content didn't match the sophistication of the underlying product.
The approach
- 01
Interviewed nine customers to surface the real jobs-to-be-done and the language they use.
- 02
Rewrote the homepage and four product pages around concrete workflows, not abstract benefits.
- 03
Rebuilt the marketing site on Next.js with a CMS so the team could ship copy weekly without engineering.
- 04
Added schema and a content hub for SME exporter education that is now the team's top lead source.
The outcome
Inside 90 days, signup conversion from the homepage went from 1.7% to 4.1%. The exporter education hub now drives more qualified leads than paid acquisition, at roughly a tenth of the cost.
- Homepage signup CVR
- 1.7% → 4.1%
- Bounce rate
- 71% → 38%
- Organic leads
- +490%
“Swiftly did the work we'd been trying to do for two years. The new site finally describes what we actually built.”
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