How ING increased the lead generation rate by 20%
ING bank Romania is part of ING group, a Netherlands-based financial institution. It covers banking services, asset management for individual clients, companies and institutions in over 40 countries from Europe, North America, Latin America, Asia and Australia.
A qualitative research has validated all the assumptions about what visitors think about completing a credit form, that did not convert so good. Visitors had a lot of fears regarding the credit application. The challenge was to increase the leads for the credit form and make visitors trust it.
Summary of results
Click-through rate increased by 60%
It was seen by 4478 unique users on Control and by 4483 unique users on Variation.
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