Maximize conversion rates for one of Japan’s leading banks

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Overview:

Our client, one of Japan’s leading banks, has two business divisions – the Retail Banking division, which provides banking services to a wide range of retail customers and the Corporate Banking division, which is dedicated to institutional clients.

Challenge:

The bank’s single largest channel for its customer acquisition programs was through the information capture form on its portal. Huge amounts of traffic flowed through this and our client wanted to further improve its form conversion rates as even a minimal delta lift could mean a significant impact on lead acquisition.

Solution:

Xerago was brought on board to suggest recommendations that could maximize conversion rates. Based on a thorough analysis of the current application form, Xerago identified the following

  • The form was highly task-oriented and had usability issues that led to interaction friction
  • While the form had a simple enough interface, the fields within it lacked the clarity and consistency that was required to influence first time form completion

Xerago concluded that in order to create a delta lift from the current conversion rates, the underlying form user experience required a turnaround. Rather than achieve this through a complete, from the ground up redesign, Xerago proposed a solution that involved minimal form changes without disturbing the existing form layout and sacrificing the form’s familiarity.

Xerago began by tackling the form opening page and transition and found that when clicked, the form opened up as a separate pop up window. However, the background web page also remained active during this time, thus creating moments of distraction and confusion for customers when filling the form. To better manage the customer experience at this point, Xerago altered the form using a JavaScript technique that faded out the underlying web page and other distracting elements. This brought the focus back to the actual form and removed the element of confusion from the form fill up process.

Additionally, while the form’s fields were labelled correctly, customers still had a hard time completing the form with a combination of Japanese and numeric characters. To work around this challenge Xerago introduced simple, context sensitive messages and tooltips at vital points around the form. This helped the bank to anticipate users’ behavior, present guidance and instant feedback to the form input, while simultaneously reducing form completion time, increasing the overall completion rate and enhancing the overall user experience.

Xerago also eschewed complicated graphics and visuals and introduced simpler iconography accompanied by clear messaging. This greatly broke down the complexity of tasks and led to a faster task completion.

Results:

The newly re-architected form had an immediate positive impact on customers’ experiences. Faster form completion time, higher response rates and reduced customer dissonance were other benefits of the new form experience.

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