This design is the result of a comprehensive analysis combining two data sources — GA4 analytics (Dec 23, 2025 – Mar 22, 2026) and Hotjar heatmap click-tracking — alongside current UX research from the Baymard Institute, Nielsen Norman Group, and financial services industry studies.
The central finding driving this design: 72% of visitors never reach the bottom of the homepage (GA4 scroll depth data), and the homepage’s most valuable interactions — MYGA rate clicks (7% of all engagement), calculator form starts (25.9% of users), and direct contact requests — are being diluted by competing CTAs, underperforming elements, and suboptimal information hierarchy.
This redesign applies the principle of conversion-focused simplification: remove what the data shows isn’t working, amplify what is, and introduce research-backed elements that are currently missing.
The current navigation was analyzed using Hotjar click-tracking data:
| Nav Item | Share of Homepage Clicks | Decision |
|---|---|---|
| Calculators | 12.0% | Keep — dominant nav element |
| Annuities | 2.6% | Keep — secondary but functional |
| Get Smarter | 0.6% | Rename to “Learn” |
| About | 0.4% | Move to footer |
| Search icon | 0.7% | Expand to search field |
| Book a Call button | 0.2% | Rename with benefit-driven text |
| Buy Now button | 0.9% (GA4) | Remove |
Changes implemented:
“Learn” replaces “Get Smarter” — aligns with the
existing /learn/ URL structure and follows established UX
research showing that clear, descriptive labels outperform branded or
clever alternatives (Baymard Institute, 2025 Navigation
Benchmark)
“About” moved to footer — at 0.4% of homepage interactions (Hotjar), this item consumes primary navigation space without contributing meaningful engagement. Research from Baymard’s 2025 benchmark shows 67% of leading sites have mediocre navigation, often due to including low-value items in primary nav. The content remains accessible in the footer where 38% of users who specifically seek credibility information will find it
Search field replaces icon — the current search icon accounts for less than 1% of homepage interactions, but GA4 reveals that users who do search exhibit exceptional engagement: 2.4x longer session duration (121s vs 50s average), near-zero bounce rate (0.9% vs 37.6%), and 3.1 searches per session. These behavioral signals suggest high-intent buyers. Expanding the search to a visible field with the prompt “Search the knowledgebase” serves dual purposes: it increases discoverability of this high-value behavior and communicates the depth of TAM’s educational content
“Book a Free Call / with an Advisor” — research across financial services CTAs consistently shows that benefit-driven language outperforms action-only labels. The inclusion of “Free” addresses the primary friction point (cost uncertainty), while “with an Advisor” communicates the value of what’s being offered. A/B testing data from HubSpot shows power words like “Free” increase CTA conversion by up to 12.7%
“Español” with globe icon — UX research from SimpleLocalize (2025) and Smashing Magazine demonstrates that flag icons are problematic for language selection. A Spanish flag does not represent the 20+ countries where Spanish is spoken. Best practice is to use the native language name with a neutral globe icon
“Buy Now” removed — at 159 total clicks (0.9% of users) over the GA4 reporting period (Dec 2025 – Mar 2026), this element does not justify its prominent placement. Its green color also conflicts with the site’s blue/gold color scheme. Removing it reduces decision fatigue and allows the remaining CTA to perform better — research shows multiple competing CTAs can reduce conversion by up to 266% (Omnisend, 2024)
The current hero presents two competing CTA buttons (“Book a Call” and “Buy Now”) plus four action cards, creating what UX research identifies as “choice paralysis.” The redesign applies the single-CTA principle:
Single primary action: “Get a Quote” card - Uses the familiar white card component from the existing design system for visual continuity - Targets the #1 user journey: 25.9% of all users start a calculator form, making quote generation the dominant conversion path - The card format (vs a flat button) provides a larger click target and communicates a destination, not just an action
Trust badge: “$1 Billion of Client Money 100% Principal Protected” - Repositioned from a buried mid-page banner to a prominent dark badge directly above the CTA - Research from eSEOspace (2025) and CrazyEgg shows that 45% of consumers actively look for security information on financial services homepages, and the strongest fintech sites place at least one “reason to believe” immediately after the hero headline - The dark navy badge with gold shield icon creates visual weight and contrast against the light hero background
“Have questions? Email Stan directly →” - The
/contact-us page generates 859 key events from only 635
views — a conversion rate that exceeds every other page on the site -
This text link provides a low-friction secondary path without competing
with the primary CTA visually - Positioned below the quote card, it
catches users who aren’t ready for a formal quote but want to engage
YouTube Live Player (right column) - Replaces Stan’s static photo with an interactive, conversion-driving element - Research from Firework and Wyzowl shows video on landing pages increases conversion by up to 86%, and visitors who watch video are 56% more likely to convert - TAM’s own data confirms this: Organic Video traffic has the highest engagement time of any channel at 170 seconds average - The player starts compact in replay state and opens a full popup with YouTube’s built-in live chat on click, enabling real-time audience interaction during live events - Below the player: “Next live event: Thursday 2pm ET — Subscribe →” provides event awareness without competing with the primary CTA
Kept in current position — the data is unambiguous.
The MYGA rate buttons are the #1 click target on the entire homepage
at 7% of all recorded clicks (448 on desktop alone). The
/myga-quote page is the single most visited page on the
entire site with 31,000 views in the GA4 reporting period. Moving or
shrinking this element would directly harm the site’s primary conversion
mechanism.
Rather than a separate full-width ribbon (which would consume vertical space and push content below the fold), the “Email Stan” path is integrated into the hero as a text link. This decision is based on:
/contact-us conversion rate already demonstrates
that users who want to email Stan will find the path — they don’t need a
bannerKept as-is. Calculators collectively drive approximately 16,000 form starts across all types (MYGA, SPIA, DIA, Income Rider, QLAC, FIA) in the GA4 reporting period. Research from Calconic (2025) shows interactive content generates 2x the engagement of passive content, and 93% of marketers agree interactive tools are more effective at educating buyers. The TAM calculators are already the site’s core conversion engine.
A three-card testimonial section has been added between the calculator cards and the How to Buy section. This addresses a significant gap in the current site:
Compliance note: SEC marketing rules updated in 2022 now permit testimonials for financial services, subject to specific disclosure requirements: - Disclosure of whether the testimonial provider is a client - Disclosure of any compensation provided - A statement that the experience may not be representative of all clients - No implication of guaranteed investment results - State insurance department regulations may impose additional requirements for annuity products
The mockup uses placeholder testimonials for illustrative purposes. All testimonial content requires review and approval by TAM’s legal and compliance team before publication.
get_updates
event shows 10,700 interactions from 1,700 users, indicating strong
engagementThe YouTube player starts compact in the hero’s right column. Clicking opens a popup overlay with: - Large video player on the left - YouTube’s built-in live chat panel on the right — viewers can ask questions and interact during live events - “Sign Up for the Next Live Event →” CTA below the player
Regarding Like/Dislike functionality: YouTube’s embedded iframe player does not include like/dislike buttons — these are only available on the youtube.com watch page. Two implementation paths are available:
| Change | Supporting Data |
|---|---|
| Single hero CTA | Research: multiple CTAs reduce conversion by up to 266% |
| “Get a Quote” as primary | 25.9% of users start calculator forms — #1 user journey |
| Buy Now removed | 0.9% of users over the GA4 reporting period (Dec 2025 – Mar 2026) |
| Email Stan integration | /contact-us = highest conversion rate on the site (859
events / 635 views) |
| MYGA rates position kept | #1 click target on homepage (7%), 31K page views |
| Video replaces static photo | Research: video increases landing page conversion by up to 86% |
| Search field expanded | Search users: 2.4x session duration, 0.9% bounce rate |
| About removed from nav | 0.4% of homepage interactions |
| “Get Smarter” → “Learn” | 40 nav clicks / 0.6%; clearer label aligns with URL structure |
| Testimonials added | 91% of consumers read reviews; currently missing from homepage |
| “Book a Free Call” label | Benefit-driven CTA text: +12.7% conversion per research |
| Globe icon for Español | Flags represent countries not languages (2025 UX best practice) |