Case Study: ING Bank Romania achieves 20% increase in lead generation with Omniconvert

How a banking company increased the lead generation rate by 20%

ING bank Romania, part of the ING group, needed to lift conversions on a credit application that underperformed. Qualitative research showed visitors had fears about interest rates, security and trust, so the challenge was to reduce friction, increase leads and make the form more trustworthy.

Through iterative A/B testing with OMNICONVERT (www.omniconvert.com) the team tested several variations: first highlighting benefits, then a form redesign, and finally a version that placed benefits above the fold, replaced the credit calculator with benefits, removed an intermediary button and guided users directly to the form with the “M-AM CONVINS” call-to-action. The final variation increased leads by 20% and raised the above‑the‑fold button click‑through rate by 60% (≈4,478 users saw control and 4,483 saw the variation).

ING Bank