By Luke Hardwick
October 11, 2023
The United Kingdom is home to a prominent mortgage intermediary brand that has consistently maintained an outstanding reputation in the industry.
Their brand boasts an impressive track record, with numerous accolades to its name and a dedicated team of over 2,000 advisers spread across the nation. Their commitment to providing top-notch advice and service is widely recognized. Each year, they successfully manage loans totaling a remarkable £16 billion.
However, even with this stellar record, there was a challenge: the company’s blog, which housed a treasure trove of tools and advice, didn’t attract as many visitors as projected. The team suspected that the journey from this wealth of knowledge in their blog to initiating an inquiry might not have been as clear or compelling as it could have been.
Here’s how they turned it around with SiteSpect experimentation.
The Path to Refining the User Experience through Experimentation
To tackle this challenge, they devised an A/B testing experiment with a clear objective in mind. They aimed to enhance the user experience by incorporating action-oriented links within their expert advice pages. These links would seamlessly connect users to key functions such as starting a quote, utilizing a mortgage calculator, or getting in touch with an advisor.
The underlying hypothesis was both simple and potentially transformative: by creating stronger and more intuitive connections between the content and actionable steps, they anticipated an increase in user engagement in the mortgage process.
Diving Deep into the Data
During the course of the experiment, which spanned a period of 100 days, they welcomed a total of 64,685 users who made 84,299 visits to their platform. The results of this initiative were quite revealing.
The introduction of compelling Calls-to-Action (CTAs) successfully guided a higher number of users from their expert advice pages into the mortgage funnel. Notably, the calculator page emerged as the most frequented CTA destination. This observation suggested that most of their users were likely in the initial stages of their mortgage journey, seeking detailed information before making decisions.
When they broke down the data by device, desktop users displayed a balanced conversion rate across all metrics. In contrast, mobile users exhibited a stronger inclination towards initiating their journey and exploring mortgage options.
However, it’s important to note that while the conversion rate for mobile users was positive, it did not reach statistical significance. This suggests that mobile users may be more focused on conducting preliminary research rather than taking immediate action.
So, what was the immediate outcome? The extensive linking between the blog and result pages ignited an impressive surge of 50 additional user inquiries within a mere 30-day period. This compelling result paved the way for the next strategic moves:
- Firmly embed the winning experience and ensure its hard coded.
- Amplify the synergy with the calculator pages, with a focus on enhancing its accessibility and relevance to users.
- Integrate these actionable steps into high-traffic support pages, further streamlining the user’s journey.
This experiment highlighted the pivotal role of intuitive pathways in shaping digital user experiences. It’s not solely about the information provided; it’s equally about ensuring a smooth transition to the ‘next step.’ The ongoing evolution of the mortgage landscape in the digital realm underscores the ongoing importance of crafting pathways that streamline and guide users through their journey.
Interested in learning more about the power of experimentation? Reach out to us today to book your free SiteSpect personalized demo.
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