Company
Beyond Bank Australia
industry
Financial Services
deliverables
Funnel Testing
Competitor Research
AB Testing
Competitor Audit
Scene
The Home Loan Landing page of Beyond Bank played a crucial role in its digital marketing strategy, with a significant portion of the marketing budget dedicated to driving conversions through this page, promoting its competitive interest rates. However, the Digital Marketing team discovered an issue with the page's performance when accessed by mobile users, with the engagement and conversion rates being substantially lower than those on desktop devices.
To tackle this problem, a UX audit was requested to analyse the entire user journey from browsing the product offers to complete an application.
Mission
- Analyse why the level of engagement is lower for mobile users and provide recommendations to address the issues
- Review the end-to-end user journey from browsing the product offer, to submitting an application
Journey
- Conduct a competitor comparison
- Conduct A/B tests to validate recommendations
Research Findings
- Comparing all landing pages side by side on a mobile device, Beyond Bank's experience stands out as more challenging to read, understand, and explore the product offering
- Overwhelming content has led to fewer users following through with an enquiry
- Essential information about the Home Loan product takes up 2 mobile screens pushing it below the fold, making it less attention-grabbing than other landing pages that fit within just 1 screen
- The level of engagement and conversions from the Home Loan Landing page was considerably lower for mobile compared to desktop users
- The Home Loan landing page was 300% longer than the competitor pages, with considerably more information
- The layout and design of the content and images on the landing page were not optimised for mobile users compared to other pages, making scanning and retaining information difficult
- Over 50% of users visiting the Home Loan campaign page were mobile users, but the experience was designed for a desktop-first
Outcomes
- End-to-end user journey review to understand why the level of engagement was lower for mobile users
- Competitor Comparison of Beyond Bank's Home Loan landing page with the landing pages of its competitors to understand the experience for Beyond Bank's mobile users
- A/B Testing to validate the proposed solution. Test length 14 Days:
Hypothesis: If the landing page was optimised for mobile users reducing the content and actions, then this would maximise conversions and enquiries. - Test A: Current Design as a full-length 12 mobile screen
- Test B: Optimised design, reducing the page length by 40%, removing unengaging information (identified via Crazy Egg confetti data)
- Reducing content by 80%, from 714 words, down to 151, and lifting the main content above the fold.
- Reducing the number of buttons to choose on the page by 55%, making it simpler to decide where to follow through (from 13 buttons to 6 buttons)
Results
