Case Study: NatWest Group achieves an additional £500k per annum with Contentsquare

Optimizing the mortgage calculator tool to drive an additional £500k p.a.

NatWest Group, a banking and financial services company, wanted to improve its online mortgage calculator, a key first step for customers seeking an agreement in principle (AIP). With more than 2.5 million completions a year, even small UX improvements could have a major impact, and the company used Contentsquare to identify friction points in the journey.

Using Contentsquare insights, NatWest Group reduced emphasis on its low-use “Compare” feature and made “Get an Agreement in Principle” CTAs more prominent across the flow, including new navigation for the apply journey. As a result, NatWest Group saw a 20% increase in AIP completions and an estimated £500k in additional annual revenue, showing the measurable impact of Contentsquare.

NatWest Group

Nathan King

Digital Experience Manager