Application Form & Upload Portal - UX Research and CRO

• User Behavior Analysis: Implementation of Hotjar, GA, and SimpleAnalytics (cookieless tracking) with continuous feedback monitoring process internally within the team to identify friction points and abandonment triggers in both the application form (including risk assessment questions and legally required fields) and document upload/contract signing process
• A/B tests : Conducted experiments to digitalize and automate data retrieval for risk assessment questions, reducing manual input requirements and increasing form completion while striking the balance between API costs : conversion uplift, and calculated business cases for A/B variants with full funnel conversion & cost data.
• Form UI & UX Improvements: In collaboration with UI designer, implemented progress indicators, multi step form tests, and optimized mobile experience for the application form based on user testing and heatmap analysis
• Data-Driven CRO Strategy: Formulated testing hypotheses based on comprehensive user behavior analysis and financial services audience understanding for both application and document upload processes
• Google Tag Manager and Cookie Consent logic implementations: Executed A/B testing program using Google Optimize, maintaining technical tracking integrity through Google Tag Manager, while ensuring cookie consent was passed and handled correctly from other touchpoints

• CR% improvement: Improved CR% by ~33% with a key redesign project, where insights were used from all available user sessions (from form start to form submission)
• Data integrity: Helped establish the data and analytical maturity of the flow in new processes put in place, allowing for long-term insights and understanding for the full flow

On this page

• Overview
• Key Initiatives
• Results