Landing page of a credit card product for travellers
Large commercial bank - one of the top 20 in the country
First perception and content quality of the landing page were tested and compared with competitors' offerings.
CUSTOMER CHALLENGES:
- Visitors don't read important competitive advantages when they visit, so they leave.
- Visitors can't find important information to compare offers and options with other banks, so they leave.
Research participants:
- 90 participants
- Equally divided between iOS, Android, and desktop users
- Personal income over $2,000/month
- Travel abroad at least twice a year
Issues IDENTIFIED
- Some visitors instantly misinterpreted the main competitive advantage of the card. The card therefore seemed unsuitable to them so they went to a competitor.
- Some of the content blocks on the site were unclear even after a detailed review, which prevented visitors from making a decision.
- Detailed information about the card's conditions was presented in PDF form. This was difficult to read and understand.
- The wording of the main commercial offer was changed.
- Sections with boring information were removed.
- 80% of the content was rewritten.
- Crucial information for decision making was moved from the PDF to a specific page.
- Prototypes with modified sections were tested, and appropriate adjustments were made to content and design.
Results:
+34%
Conversion rate
