A chromatographic specific binding assay strip device, comprising: a non-permeable platform strip; a permeable membrane testing strip positioned on top of said non-permeable platform strip, with the testing strip comprising at least one capture reagent site containing a capture reagent for at least one specific analyte, a sample receiving pad positioned on top of and at a proximal end of the non-permeable platform strip, with the sample receiving pad having contact with a proximal end of said permeable membrane testing strip, a reservoir pad positioned on top of and at a distal end of said non-permeable membrane testing strip, with the reservoir pad having contact with a proximal end of said permeable membrane test strip; a supporting strip attached to and extending from the proximal end of said non-permeable platform strip; and a conjugate pad positioned on said supporting strip, said conjugate pad comprising a semi-permeable membrane containing a colorant conjugate. The semi-permeable membrane acts as a barrier between the conjugate pad and the sample receiving pad, regulating the flow through the semi-permeable membrane and overall flow of the assay. By dipping the conjugate pad into a sample solution, there will be increased binding between the analyte in the sample and the conjugate (preferably colloidal gold), thereby giving improved results on the lateral flow assay.