Learning from prospects to scale homepage conversion
A fintech company uses in-product micro-surveys to increase homepage conversion by 47%.
Nova Credit is an award-winning fintech company that helps newcomers and other global citizens apply for financial services in the U.S. using their international credit history. The company, whose aim is to create a world beyond borders, recently turned a critical eye on its consumer website, with the goal of increasing conversion.
Couldn’t understand why customers were not converting
Nova Credit’s challenge was to better understand the reason customers were not converting; however, the data it received from Google Analytics could not tell the team whether they were attracting the right audience to the site, or whether visitors were having a good experience once there. “Numeric data in analytics platforms tells you where the problems lie, but not necessarily how to solve them,” said Kevin Thrams, a Marketer at Nova Credit. Further, Nova Credit’s target audience of recent U.S. immigrant is difficult to reach through traditional research methods, making it even more challenging to tackle this problem.
Targeted micro-surveys to website visitors to learn about goals
UserLeap allowed Nova Credit to send targeted micro-surveys to website visitors to learn about their goals, needs, and hesitations. Through an initial survey, the Nova Credit team was able to determine that they were, in fact, attracting the right visitors to their site. The team then dug in deeper with another survey, and UserLeap’s survey analysis platform uncovered a clear set of barriers to conversion, providing the clarity needed to drive action.
UserLeap’s in-product survey capabilities enabled Nova Credit to reach these visitors on their own website very quickly, rather than slowly trying to find eligible users for their research. Nova Credit asked targeted, hyper-relevant questions that maximized the value of survey responses and produced critical insights in a fraction of the time of traditional research methods.
UserLeap has had a large impact, both in terms of the conversion rate, and on our brand and communications efforts aimed at downstream behavior.
A website redesign to increase conversion overnight
The insights derived from UserLeap micro-surveys led Nova Credit to redesign its website, increasing conversion of homepage visitors by 47%, virtually overnight—an improvement that has been sustained over time.
According to Kevin, “UserLeap has had a large impact, both in terms of the conversion rate, and on our brand and communications efforts aimed at downstream behavior.”
Since the incredible success of its website redesign, Nova Credit has expanded its relationship with UserLeap. Today, the company regularly uses UserLeap to drive product and marketing decisions, and also to continuously monitor the customer support experience. UserLeap’s micro-surveys help Nova Credit ensure they are delivering positive experiences to both their business customers and consumers.
The insights derived from UserLeap micro-surveys led Nova Credit to redesign its website, increasing conversion of homepage visitors by 47%, virtually overnight