Designing for conversion
2022
The challenge
Looking for balance
Designing innovative solutions that balance business goals, like boosting conversions, with banking customer needs. It requires a deep understanding of both the business goals and the user experience, as well as the ability to reconcile potentially conflicting priorities.
This involves user research to uncover behaviors, preferences, and pain points, alongside data-driven insights to optimize the conversion funnel.
Data-Driven Design
Data attracts sales
The CRO process focuses on improving user experiences and increasing conversion rates through a structured, data-driven methodology. It begins with identifying goals, such as boosting sign-ups or sales, followed by analyzing user behavior to uncover pain points and opportunities.
Key steps include conducting user research, A/B testing, and leveraging analytics to validate hypotheses. The process involves continuous iteration, testing creative solutions, and aligning user needs with business objectives to optimize the digital experience and drive measurable results.
Data gathering
Unlocking Insights
Our approach was deeply rooted in understanding the needs and expectations of Santander Bank's customers. Data gathering is the critical first step in driving meaningful, long-term results. Without a clear understanding of how users interact with a website or digital product, efforts to improve conversion rates are merely guesswork.
Through data analysis, we gained insights into user behaviors and preferences, experience pain points and source of potential frictions.
Behavioral Design
We are all humans
Behavioral design in CRO focuses on understanding and leveraging human psychology to guide users toward desired actions.
It helps us to identify user motivations and maps effective journeys while integrating persuasive elements. This allow us to align design with the psychological triggers that influence behavior, leading to more engaging experiences and higher conversion rates.
Psychological triggers
Cognitive biases
Cognitive biases are psychological effects that produce a deviation in non-rational mental processing on the basis of available information. They are predictable mental shortcuts that influence how users perceive and interact with information. By recognizing and strategically employing these biases, the design can optimize interfaces and content to enhance conversions.
Iterative Improvements
Never ending process
We adopted an iterative approach to optimization, continually refining and enhancing the digital banking experience based on user feedback and data-driven insights. We focused on streamlining the user journey, improving navigation, and enhancing key touchpoints to drive conversions. Through A/B or multivariate testing we rigorously evaluated the effectiveness of our design iterations, iteratively refining our approach based on user feedback and performance metrics.