Case Study Banking User Experience
Driving Incremental Revenue Through Conversion Optimization
Our data analysis for current site performance led our team to existing friction in the process to open a checking account. With this knowledge in hand, our team built a testing and optimization process that delivered instant results—$13.6M in annualized incremental revenue kind of results—and set the foundation for ongoing improvements across the entire commerce experience.
We like to say we go slow to move fast. Through detailed research—including both analysis of existing data and customer listening—the team built a strategic roadmap for improving engagement and conversion. This included a couple of key pieces.
1) An Impact/Effort Matrix to clearly prioritize which efforts would increase ROI. We started by optimizing quick wins, followed by data-driven A/B testing, and finally implemented larger overhauls as needed.
2) Research focused on the end user. Customer listening and session data showed us that new visitors experienced confusion. The website mirrored internal structures, rather than delivering a clear pathway to what a customer needed to confidently take action. By hearing—and acting on—this user data, we were able to create the right tests and build improved experiences for new customers.