Project 01
Improving credit card landing page conversions
Bajaj Finserv Co-brand Credit Cards
Reducing drop-offs on the landing page
Motivating users to 'Apply Now'
Project Overview
Potential customers who visited the Bajaj Finserv Co-brand Credit Card Product Description Page (PDP) would drop-off and not click on 'Apply Now'. Our team of designers and writers worked to address the critical pain points and improve the user's experience.
Problem Statement
Bajaj Finserv Co-brand Credit Card struggled with 70% of traffic dropping off the product description page. We used Clevertap and Medallia to monitor each stage of the funnel and found:
Users would read the fees in the 1st scroll and drop-off.
Users encounter verbose product features and no social proof.
Industry
Bajaj Finserv Co-brand Credit Cards
My Role
Lead UX writer
Platforms
Mobile (iOs, Android), Website
Timeline
January 2024- December 2024
Persona
Ravi Kumar
Call Center Operator
Ravi is a 25 year old, working in call center, who lives in Pune. He lives with 3 others in a flat 10 kms away from his office. He sends a portion of his salary back home to dependent parents and a sister in Delhi.
Age: 25
Location: Pune
Tech Proficiency: Moderate
Gender: Male
Goal
Get an easy line of credit to cater to expense
To get a high credit limit
To get a card with low fees and charges
Frustrations
Completing application journey only to get a low credit limit or no card offer
Unclear fee structure, high charges, hidden fees
Hard to find special offers
Process
Outcome
10% less customer service queries
70% reduction in drop-offs on product page
85,000 clicks on 'Apply Now' in Jan 24'
Key Learnings