How ING increased the lead generation rate by 20%

ING

Banking

ING Bank Romania is part of the ING Group, a Netherland-based financial institution. It covers banking services and assets management for individual clients, companies and institutions in over 40 countries from Europe, North America, Latin America, Asia and Australia.

The Challenge

Company struggled with visitors’ fears regarding credit applications. The main challenge was to increase the number of leads from the credit application form and encourage visitors to trust it. Find out how qualitative research validated all fear assumptions and was able to address fear for potential clients.

Summary of results

Number of leads increased by 20%; 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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