Case Study: Santander boosts loan application conversions with GetWhy

How Santander Created a Money-Spinning Loan Application Flow

Santander, a prominent global banking group, faced a significant challenge with a high customer drop-off rate during its online loan application process. To address this, the bank partnered with GetWhy to conduct user flow analysis and testing to identify issues and create a more effective application flow.

GetWhy implemented an iterative testing solution, using flow optimisation tests to gather customer insights. This process allowed Santander to benchmark and refine the application, leading to the identification and resolution of critical usability issues. The new, customer-inspired flow resulted in a marked growth in online transactions and successfully integrated continuous user research into the bank's production cycle for faster, more informed decision-making.

Santander

Usko Manninen

Digital Marketing Leader (Nordics)