Case Study: Provident boosts loan form completion by 15% with Medallia Digital Experience Analytics

Optimizing website forms using Decibel’s funnel and form analytics

Provident, a UK-based home credit lender, faced a significant challenge with a high rate of user abandonment on its online loan application form. The Provident digital team utilized Medallia Digital Experience Analytics (formerly Decibel) to investigate, discovering that form validation errors on a specific section of the form were the primary source of user frustration and the main cause of the 32.27% drop-off.

Using the granular form analytics from Medallia Digital Experience Analytics, the team identified that a section requesting a user's first and last name was causing the most errors. Their solution was to remove those two fields, simplifying the form and giving the remaining fields more focus. This change resulted in a 15% increase in the form completion rate, leading to a better customer experience and improved business performance.

Provident

Alex Devine

CRO & Content Manager