OptiFinance Loans — Conversion Rate Optimization (CRO)
Industry:
FinTech
Location:
Seattle, WA
Services:
CRO; A/B Testing; UX Improvements
Duration:
4 Months
Industry
FinTech
Location
Seattle, WA
Services
CRO; A/B Testing; UX Improvements
Duration:
4 Months
The Challenge
OptiFinance had strong traffic but low completion rates on loan application forms. Heatmaps showed users abandoning mid-form; session recordings revealed confusion around required documents and trust concerns.
Strategy & Execution
- Form redesign: reduced fields, introduced progressive profiling, and added a visible progress bar.
- Trust and clarity: added security badges, clear privacy language, and contextual help for required documents.
- A/B testing of hero messaging, CTA copy, and form layout to identify highest-impact changes.
- Session replay analysis to iterate on friction points and validate hypotheses.
Results
- Form completion increased +39%.
- Cost per approved application decreased 33%.
- Revenue per visitor rose +28%.
Outcome
CRO improvements materially increased approved applications and lowered acquisition costs, enabling OptiFinance to scale customer acquisition more profitably.