Optimising onboarding: boosting investment conversions
The challenge:
An investment services platform faced a critical issue: despite growing interest in its offerings, conversion rates remained low. The challenge was to identify barriers in the onboarding process and address user pain points early in the customer lifecycle to improve engagement and drive conversions.
Our approach:
To optimise onboarding and improve conversion, we conducted a deep dive into user behaviour and needs. This involved:
Engaging directly with end users to uncover pain points and expectations
Identifying user archetypes and mapping their specific needs across services
Analysing the customer lifecycle to pinpoint friction areas and opportunities for improvement
Designing user-centric changes to better serve member needs early in their journey
This approach ensured that every solution was tailored to real user challenges, enabling a more seamless onboarding experience.
Outcomes:
User archetype identification: we defined distinct user profiles and tailored solutions to meet the unique needs of each group
Lifecycle mapping: by identifying pain points throughout the customer lifecycle, we provided clarity on where interventions were most needed
Simplified tools development: we created tools that streamlined complex processes, making services easier to use and more accessible
Impact:
Introducing simplified tools and targeted lifecycle improvements reduced friction in the onboarding process, addressing early pain points and creating a smoother, more engaging user journey. These changes improved clarity, boosted user satisfaction, and ultimately increased conversion rates by ensuring that users felt supported from the beginning of their experience.
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