Borrowell is a fintech helping individuals achieve financial wellness through credit monitoring and personalized financial tools.

The core issue with Borrowell Credit Builder's paid ads campaigns lies in a 90% loss of potential users attributable to the absence of a dedicated landing page (without navigation). Despite ad clicks directing users to the Credit Builder page on borrowell.com, the majority navigated away without conversion.

• Leveraged our pre-existing template, which previously tested well.
• Mimics the design on the marketing website (borrowell.com), so we could test it before making additional changes.
• Allowed us to meet tight timelines and ship quickly.
• Impact: CTR: 10%, Conversion rate: 4%

Common themes from competitive analysis

• Hero: Clear and engaging copy.
• How it works section.
• Social proof: Focus on building trust.
  

• A/B testing: H1 copy and hero image on the landing page influenced by the personas from the ads.
  • Newcomers, students, people who were declined for a credit card.
• Revamped the look of the page to incorporate updated branding.
• USP (unique selling point): The impact the product could make to build a user’s score (41 points stat).
• Expanded content: Revised how it works and added a features section.
• Social proof: Included testimonials specific to the product.

• Determine if there are any quick wins to start testing and shipping sooner, such as an MVP design.
• There is a correlation between weaving the same persona messaging and imagery from the ads through the landing page and an increase in conversions.
• Apply the learnings for the next Borrowell product launch.