/start-your-case CRO Audit

📊 The Problem

247

/start-your-case visits

36

Onboarding complete (14.6%)

2

Cases submitted (0.8%)

34

Abandoned after onboarding

Critical Insight: 36 people finished onboarding but only 2 submitted cases. That means 94.4% of people who complete the AI conversation bail before final submission. This isn't a top-of-funnel problem — it's a commitment problem at the final step.

What This Tells Us

The AI chat works fine — 14.6% complete it (not amazing, but not catastrophic)
The problem is AFTER the chat — something between "onboarding complete" and "case submitted" is causing people to abandon
This is costing serious money — assuming half of 247 visits came from ads at ~$2.93 CPC (your average), that's ~$360/week wasted on people who complete onboarding but don't submit

🔍 Page Analysis: Current State

What's Working ✅

Trust signals are present: 4.9/5 rating, testimonial from Sarah K., 256-bit SSL encryption badge
Three-step process is clear: Tell us → AI Analysis → Lawyer Review
Rachel Z branding is friendly and approachable: Lowers intimidation factor vs traditional law firm
Security messaging is strong: "Secure & Private • Information Only" reassures users
24-hour timeline sets expectations: Users know when to expect response

Critical Issues ❌

Issue #1: Headline Doesn't Sell the Value

Current: "Start Your Case"

Problem: This is a command, not a value proposition. It doesn't answer "why should I do this?" or "what will I get?"

Impact: Users land on the page without understanding the benefit of starting their case NOW vs. just browsing.

Issue #2: No Pre-Qualification or Commitment Priming

Users go straight into the AI chat without any filtering or expectation-setting about:

What happens after they submit their case
Whether ezylegal can actually help with their specific issue
What the cost range might be (even ballpark)
What documents/information they'll need to provide

Result: People get to the end of the chat, realize they're not ready, or don't understand next steps, and bail.

Issue #3: Missing "What Happens Next" After Onboarding

The page says "receive a fixed-fee quote and strategy within 24 hours" but this is BEFORE the chat. After someone completes the AI conversation, they likely don't see a clear confirmation of:

"Here's what happens next"
"A lawyer will review your case within 24 hours"
"You'll receive a fixed-fee quote via email"
"No obligation to proceed"

Hypothesis: People finish the chat, don't see immediate value, and close the tab thinking "I'll come back later" — but they never do.

Issue #4: No Pricing Transparency Upfront

You mention "fixed-fee quote" but don't give ANY pricing guidance. Users with sticker shock concerns will abandon rather than risk getting a quote they can't afford.

Consider: "Most family law matters: $299-$699 | Debt recovery: $150-$400" — even rough ranges reduce anxiety.

Issue #5: AI Chat May Be Too Long or Too Vague

14.6% completion rate on the chat itself suggests friction. Possible causes:

Too many questions before getting to value
Questions feel invasive or irrelevant too early
No progress indicator (users don't know how much longer)
Mobile experience is clunky

Issue #6: Testimonial Doesn't Match User State

Current testimonial: "The AI was surprisingly detailed, and the lawyer who called me was fantastic. Saved me thousands." — Sarah K., Sydney

Problem: This is from someone who COMPLETED the process. New visitors landing on /start-your-case are at the START of the process. They need to hear from people who were HESITANT and then happy they started.

Better testimonial match: "I was nervous about legal costs, but the free assessment gave me clarity. The fixed-fee quote was way less than I expected." — Someone who overcame initial hesitation.

🚀 Immediate Actions (Implement This Week)

Priority #1: Fix the Post-Onboarding Black Hole

The Problem: 36 people complete onboarding, only 2 submit. Something is broken in the final step.

Action: Add a Clear "Next Steps" Confirmation After Chat Completion

After the AI chat ends, immediately show a full-screen confirmation:

CONFIRMATION SCREEN COPY

✅ Your case details have been received

What happens next:

A senior Australian lawyer will review your case within 24 hours
You'll receive a fixed-fee quote and legal strategy via email
If you proceed, we'll start work immediately
If not, no obligation — the assessment is completely free

Expected quote range for your matter: $299-$699 (most family law cases)
Final quote depends on complexity. No hidden fees, no billable hours.

This eliminates uncertainty and reinforces the free nature of the assessment.

Technical Implementation

Trigger this confirmation screen BEFORE the final "Submit Case" button
Or show it AS the confirmation after they click submit
Track event: onboarding_confirmation_shown and onboarding_confirmation_cta_clicked

Expected Impact: If this is the issue (which the 36 → 2 drop-off suggests), fixing this could increase case submissions from 2/week to 10-15/week.

Priority #2: Implement Session Recording

You're flying blind. You need to SEE where users are getting stuck.

Action: Enable PostHog Session Recordings Immediately

PostHog has built-in session recording. Enable it for all /start-your-case sessions:

PostHog dashboard → Project Settings → Session Recording → Enable
Set recording rules: Record 100% of sessions on /start-your-case
Watch 10-20 recordings of users who completed onboarding but didn't submit
Look for: Where do they pause? What do they click? Do they scroll back up? Do they abandon mid-chat or post-chat?

This will answer:

Is the chat too long?
Do users get confused at a specific question?
Is there a technical error we're not seeing in analytics?
Are mobile users experiencing different friction than desktop?

Time to insight: 1 hour of watching recordings will surface patterns.

Priority #3: Rewrite the Headline to Sell Value, Not Just Label the Page

Current: "Start Your Case"
Problem: Generic, no value proposition, doesn't differentiate from traditional law firms.

Alternative Headlines (Pick One to Test):

Option A: Outcome-Focused

"Get Legal Help in 24 Hours — Fixed Fees, No Surprises"

Emphasizes speed, transparency, and predictability — the three biggest differentiators vs traditional law firms.

Option B: Risk-Reversal

"Free Case Assessment. Fixed-Fee Quote. No Obligation."

Removes all perceived risk. Users know exactly what they're getting (assessment + quote) and what they're NOT committing to (paying yet).

Option C: Social Proof + Speed

"Join 2,000+ Australians Who Got Legal Help Without the Billable Hours"

Combines social proof with the main pain point (billable hours). Positions ezylegal as the popular alternative.

Recommendation: Test Option B first. It's the most direct at removing friction.

Priority #4: Add Pricing Transparency BEFORE the Chat

Current state: No pricing mentioned until AFTER the chat (maybe). This creates anxiety.

Action: Add a Pricing Range Section Above the Chat

NEW SECTION TO ADD

💰 Typical Fixed-Fee Pricing

Family Law (divorce, property settlement): $299 - $699
Consent Orders: $199 - $399
Debt Recovery: $150 - $400
Consumer Law: $99 - $299

Your exact quote depends on complexity. We'll provide a detailed breakdown after reviewing your case.

Prevents sticker shock and filters out people who can't afford the service. Better to lose them now than after wasting their time in the chat.

Where to place: Between the 3-step process and the Rachel Z chat.

Priority #5: Add Pre-Qualification Questions BEFORE the Chat

Current flow: Everyone gets dumped into the AI chat immediately. No filtering.

Action: Add 2-3 Pre-Chat Questions to Set Expectations

PRE-CHAT QUALIFYING SCREEN

Before we start, quickly check if ezylegal can help:

1. What type of legal matter do you need help with?

☐ Family Law (divorce, parenting, property settlement)
☐ Wills & Estates (probate, estate disputes)
☐ Debt Recovery (owed money, unpaid invoices)
☐ Consumer Law (defective goods, warranty issues)
☐ Contract Disputes
☐ Other / Not Sure

2. Are you ready to proceed with legal help if the quote is affordable?

☐ Yes, I'm ready to move forward
☐ Maybe, depends on the cost
☐ Just exploring options

This serves three purposes:
1. Filters out browsers who aren't serious
2. Sets expectations about the process
3. Gives ezylegal data on intent level BEFORE investing in the full chat

Implementation: Show this as a 1-screen form before launching the AI chat. Use the answers to customize the chat flow or even skip it for low-intent users ("Just exploring" → show them blog content instead).

🧪 A/B Test Ideas (After Implementing Quick Wins)

Test #1: Headline Variants

Control: "Start Your Case"
Variant: "Free Case Assessment. Fixed-Fee Quote. No Obligation."

Measure: Chat start rate, onboarding completion rate, case submission rate

Expected outcome: Variant increases chat starts by 15-25% and case submissions by 10%+

Test #2: Pricing Transparency vs. Mystery

Control: No pricing mentioned upfront
Variant: Show pricing ranges before the chat

Measure: Case submission rate, average quote acceptance rate

Hypothesis: Showing pricing will REDUCE chat starts but INCREASE case submissions (better qualified leads)

Test #3: Pre-Chat Qualification vs. Immediate Chat

Control: Everyone goes straight into AI chat
Variant: 2-question pre-qualifier before chat

Measure: Conversion rate to case submission, lead quality (% who accept quote)

Expected outcome: Lower chat volume, but higher conversion rate and better lead quality

Test #4: Chat Length — Full vs. Abbreviated

Control: Current AI chat (unknown # of questions)
Variant: Simplified 5-question chat focused on case type, key facts, contact info

Measure: Onboarding completion rate, case submission rate

Hypothesis: Shorter chat increases completion, but may reduce case quality. Test both metrics.

Test #5: Social Proof Placement

Control: Testimonial at top of page before chat
Variant A: Testimonial AFTER chat completion (as reassurance before submitting)
Variant B: Multiple mini-testimonials throughout the chat flow

Measure: Case submission rate post-onboarding

📋 Copy Improvements for Key Elements

Subheadline Rewrite

Element	Current	Improved
Subheadline	"Our AI assistant 'Rachel Z' will gather the initial details of your matter. This process is secure, confidential, and reviewed by Australian lawyers."	Option A: "Answer a few quick questions. Get a fixed-fee quote from an Australian lawyer within 24 hours. No obligation to proceed." Option B: "Tell us what happened in 5 minutes. We'll match you with a senior lawyer and provide a transparent fixed-fee quote — no billable hours, no surprises."
Rationale: Current copy focuses on process ("AI will gather details"). Improved versions focus on outcome ("get a quote") and remove risk ("no obligation"). Also adds specificity ("5 minutes", "24 hours").

CTA Button Copy

Element	Current	Improved
Primary CTA	"Start Your Case"	Option A: "Get My Free Quote" Option B: "Start Free Assessment" Option C: "Tell Us What Happened"
Rationale: "Get My Free Quote" emphasizes the outcome and free nature. "Start Free Assessment" makes it clear there's no commitment. "Tell Us What Happened" is more conversational and less intimidating.

Trust Signal Enhancement

Element	Current	Improved
Social Proof	"The AI was surprisingly detailed, and the lawyer who called me was fantastic. Saved me thousands." — Sarah K., Sydney	"I thought legal help would cost $10k+. ezylegal quoted me $450 and handled everything in 2 weeks. Wish I'd found them sooner." — Michael T., Brisbane OR "I was nervous to start, but the free assessment was actually helpful. No pressure, clear pricing, real lawyer — exactly what I needed." — Emma L., Melbourne
Rationale: Current testimonial is from someone at the END of the journey. Improved versions are from people at the START who overcame hesitation — more relatable to new visitors.

🔧 Technical Fixes Required

PostHog Event Tracking Audit

Review and ensure these events are firing correctly:

Event Name	When It Should Fire	Current Status
`start_your_case_viewed`	Page load on /start-your-case	✅ Likely tracking (247 sessions logged)
`chat_started`	User clicks to begin AI chat	❓ Unknown — ADD THIS
`chat_question_answered`	Each question in the chat flow	❓ Unknown — ADD THIS to see drop-off points
`onboarding_complete`	Chat conversation finished	✅ Tracking (36 events)
`new_case_submitted`	User submits case for lawyer review	✅ Tracking (2 events)
`confirmation_shown`	Post-onboarding confirmation displayed	❌ DOES NOT EXIST — ADD THIS

Critical missing event: Something between onboarding_complete and new_case_submitted. Add tracking to understand the black hole.

Mobile Experience Audit

Key questions to investigate:

Is the AI chat mobile-optimized? (14.6% completion may be mobile vs desktop difference)
Do mobile users see a "Submit Case" button or does the flow end ambiguously?
Is there keyboard focus/scroll behavior breaking the experience on iOS/Android?
Are error messages clear if someone tries to submit without completing required fields?

Action: Test the full flow on iPhone, Android, and tablet. Screen record yourself going through it. Watch for friction.

📈 Expected Impact of Recommendations

Conservative Scenario (If Only Priority #1 & #2 Are Implemented)

Metric	Current	Target	Impact
Case Submission Rate (post-onboarding)	5.6% (2/36)	30% (11/36)	+450% (from fixing post-chat confusion)
Weekly Case Submissions	2 cases/week	11 cases/week	+9 cases/week
Overall /start-your-case Conv Rate	0.8% (2/247)	4.5% (11/247)	+463% improvement

Optimistic Scenario (If All Priorities + Tests Are Implemented)

Metric	Current	Target	Impact
Chat Start Rate	Unknown (likely ~50%)	65%	Better headline + pre-qualification
Chat Completion Rate	14.6%	25%	Shorter chat + progress indicator
Post-Chat Submission Rate	5.6%	40%	Confirmation screen + clearer next steps
Overall Conv Rate	0.8%	6.5%	+713% (247 sessions → 16 cases/week)

Revenue Impact (Optimistic Scenario):

+14 cases/week (from 2 → 16)
Average case value: ~$500 (mid-range)
Additional weekly revenue: $7,000
Additional annual revenue: $364,000

This assumes no increase in traffic — just fixing the conversion leak.

✅ Implementation Roadmap

Week 1: Critical Fixes (Do These NOW)

Enable PostHog session recordings on /start-your-case
Watch 10-20 recordings of users who completed onboarding but didn't submit
Add post-onboarding confirmation screen with "What Happens Next"
Add tracking event for confirmation screen display + CTA click
Test full mobile flow on iPhone and Android

Week 2: Copy & Design Changes

Rewrite headline (test Option B: "Free Case Assessment. Fixed-Fee Quote. No Obligation.")
Add pricing ranges section above the chat
Update testimonial to match user state (someone who overcame hesitation)
Add "Estimated time: 5 minutes" to chat start button

Week 3: Pre-Qualification & Testing

Build 2-question pre-qualifier screen
Set up A/B test: current flow vs. pre-qualifier flow
Set up A/B test: current headline vs. new headline
Measure impact on chat completion and case submission rates

Week 4: Optimization Based on Data

Review session recordings weekly
Iterate on chat flow based on drop-off patterns
Test chat length variants (full vs. abbreviated)
Optimize for mobile if desktop/mobile split shows major difference

🎯 TL;DR: If You Only Do 3 Things

1. Add a post-onboarding confirmation screen that clearly explains what happens next, when they'll hear back, and that there's no obligation. This alone could 5x your case submissions (2 → 10/week).

2. Enable PostHog session recordings immediately and watch 10 sessions of people who completed onboarding but didn't submit. You'll see the exact friction point within an hour.

3. Rewrite the headline from "Start Your Case" to "Free Case Assessment. Fixed-Fee Quote. No Obligation." This removes perceived risk and increases click-through.

Time to implement: 4-6 hours of dev work.
Expected impact: 2 cases/week → 10-16 cases/week = +$4,000-$7,000 weekly revenue.

🚨 /start-your-case CRO Audit