Credit card for travelers landing page
Large commercial Bank, top 20 in the country
The first perception and content quality of landing page was tested and its quality was compared with the competitor offerings.
CUSTOMER CHALLENGES:
- Visitors don't read important competitive advantages when they visit and leave.
- Visitors can't find important information and, for example, can't compare offers and options with other banks, and leave.
Research participants:
- 90 participants, equally divided iOS, Android and desktop users
- Personal income is over $2,000
- Travel abroad at least 2 times a year
identified Issues
- Some visitors have instantly misinterpreted the main competitive advantage of the card. The travel card proposal for such users was uninteresting so they rather go to the competitors.
- Some of the content blocks on the site were unclear even after a detailed review, which prevented visitors from making a decision.
- Detailed information on the card conditions was presented in a PDF form, difficult to read and understand.
- The wording of the main commercial offer was changed.
- Sections with boring information were removed.
- 80% of content has been rewritten.
- Crucial information for decision making was moved from a PDF file to a specific page.
- Prototypes with modified sections were tested, and appropriate adjustments were made to content and design.
Results:
+34%
Conversion rate
