Borrowell is a customer facing platform that provides free credit scores, credit education, credit building products and financial product recommendations. Their mission is to make financial prosperity possible for everyone; making them feel in control and optimistic about their financial future.
Borrowell Credit Builder is a financial product that helps members build their payment history, credit history and credit mix.
My role involved: Visual design Web design A/B testing plan Creative direction
Teams I worked with: Design, Marketing
The primary challenge in the paid ads campaigns for Borrowell Credit Builder is the substantial loss of 90% of potential users due to not having a landing page.
From the ads, users were directed to the Credit Builder page on borrowell.com and most of them navigated to another page.
Credit Builder page on borrowell.com.
Credit Builder ads for partners and Google Performance Max campaigns.
Students
Newcomers to Canada
Adult population of Canada
People declined for a credit card
Create a dedicated landing page without navigation. By providing a focused and tailored experience, it will enhance user engagement and increase conversion rates.
Conversion rate
4%
The user journey shows two ad entry points (paid and search ads) before arriving at the landing page and then continuing onto the specific sign-up flow.
List of personas and a user journey for the different touchpoints before acquisition.
Common themes:
Hero: Clear and engaging copy.
How it works section.
Social proof: Focus on building trust.
Credit building competitors: Koho, Self Inc., Spring and Kikoff.
We (Marketing, Product and I) made a decision to prioritize speed by opting for a tradeoff.
Chose to leverage our pre-existing template, which had tested well for free score landing pages.
This mimics the design on the borrowell.com, so we could test that before making additional changes.
Allowed us to meet tight timelines and ship quickly.
The Credit Builder landing page that we first shipped with.
Click-through rate (CTR):
10%
Conversion rate
4%
Mobile designs for the Credit Builder landing page.
Revamped look of the page to incorporate updated branding.
USP (unique selling point): The impact the product could make to build a user’s score.
Expanded content: Revised how it works, added a features section.
Social proof: Included testimonials specific to the product.
Click-through rate (CTR):
14%
Conversion rate
6%
I collaborated with the Marketing team to compile this list of next steps:
A/B test h1 copy & hero image based on ad persona
A/B test button colour & copy
Apply learnings to the next product launch: Rent Advantage
A/B testing plan iterations: CTA button colours (top), hero image based on persona and to match with the ads (bottom).
Creating a net new landing page with an A/B testing plan expanded my strategic thinking and planning skills. From this experience, I learned about the types of questions to ask and requirements that might be needed for future projects.
Keep advocating for the user! Tradeoffs can be made to ship quickly, but an iterative approach to A/B testing should follow to keep learning. It’s important to think strategically about the project over merely fulfilling stakeholder requests.
© 2024 Amanda Wondergem