Initial Situation
Chci Půjčku is a web application focused on mediating non-bank loans for end customers. Although the service offered a quick solution to financial situations, the website failed to fully exploit its business potential. Users often abandoned the form and the overall credibility of the website was not strong enough.
- Low number of applications, approximately 40 monthly
- Low website credibility
- Complicated application process
- High rate of unfinished forms
- Underutilized potential of performance campaigns
The average value of an approved loan was approximately Kč 65,000.
Project Goal
The main goal was to increase the number of completed loan applications and improve the website's conversion rate. It was also crucial to simplify the entire application process, enhance user trust, and create a clear conversion path from the first visit to the submission of the form.
Our Solution
We focused the project on a combination of UX redesign, transparent communication, better content structure, mobile optimization, and performance marketing. The goal was to eliminate unnecessary barriers, increase trust, and guide the user toward completing the application.
1. UX Redesign of the Form
We reworked the original form into several simpler steps. Users no longer had to fill everything out at once, and the entire process felt clearer, faster, and less demanding. As a result, the rate of abandonment of the form was reduced and the number of completed applications increased.
2. Trust and Transparency
We strengthened the communication of conditions, security, and the entire application process. On the website, we clearly explained how the service works, what users can expect and how their data is handled. Clearer communication helped reduce concerns and increased willingness to complete the application.
3. Website Structure
We built the website content on a clear conversion structure: problem, solution, proof, and action. First, we named the financial situation users are addressing, then we presented a quick loan as a possible solution, supplemented by evidence in the form of references and numbers, and subsequently led the user to submit the application.
- Problem: user’s financial situation
- Solution: quick loan available online
- Proof: references, numbers, and clear explanations of the process
- Action: simple loan application
4. Mobile Optimization
A large portion of users came from mobile devices, so we optimized the layout of the website, forms, and individual calls to action for mobile usage. This made the application process more comfortable and better usable even on smaller screens.
5. Performance Campaigns
After the website adjustments, we supported acquisition with performance campaigns. Campaigns were generally optimized based on cost per lead, quality of requests, and completion of the form. A better conversion rate of the website simultaneously increased the effectiveness of the marketing budget.
Results
- The number of applications increased from 40 to 180 monthly
- The number of completed forms increased by 300%
- The conversion rate increased by 220%
- The rate of form abandonment was significantly reduced
- The website began to effectively generate business opportunities
Financial Impact
Before the adjustments, the website generated approximately 40 applications monthly. With an average approved loan value of Kč 65,000, that represented monthly volume of approximately Kč 2,600,000.
After optimization, the number of applications increased to 180 monthly. With the same average approved loan value, the monthly volume reached approximately Kč 11,700,000.
- Before: 40 × Kč 65,000 = Kč 2,600,000
- After: 180 × Kč 65,000 = Kč 11,700,000
Return on Investment
- Investment: Kč 250,000
- Return: approximately 3 weeks
Key Benefits
- Significantly more leads and loan applications
- Higher user trust
- Simpler and clearer form
- Better performance in performance campaigns
- Higher business volume generated by the website
Summary
The Chci Půjčku application began to effectively generate business opportunities in a significantly larger volume after the adjustments. By simplifying the form, strengthening trust, providing clearer website structure, optimizing for mobile, and implementing performance campaigns, we were able to significantly increase the number of applications and overall conversion performance of the website in 3 months.
