OptiFinance Loans — Conversion Rate Optimization (CRO)

Industry:

FinTech

Location:

Seattle, WA

Services:

CRO; A/B Testing; UX Improvements

Duration:

4 Months

The Challenge

OptiFinance had strong traffic but low completion rates on loan application forms. Heatmaps showed users abandoning mid-form; session recordings revealed confusion around required documents and trust concerns.

Strategy & Execution

Form redesign: reduced fields, introduced progressive profiling, and added a visible progress bar.
Trust and clarity: added security badges, clear privacy language, and contextual help for required documents.
A/B testing of hero messaging, CTA copy, and form layout to identify highest-impact changes.
Session replay analysis to iterate on friction points and validate hypotheses.

Results

Form completion increased +39%.
Cost per approved application decreased 33%.
Revenue per visitor rose +28%.

Outcome

CRO improvements materially increased approved applications and lowered acquisition costs, enabling OptiFinance to scale customer acquisition more profitably.

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