Case Study: OneMain Financial achieves higher email capture and improved loan application completions with Optimizely

Accelerating Innovation for OneMain Financial

OneMain Financial, founded in 1912, is the largest personal loans provider in the U.S. with 1,600+ branches and a growing online lending channel. Facing high customer-acquisition costs in a crowded financial-services market, the company needed more efficient, data-driven marketing and a simpler lead-generation funnel to increase loan applications and build one-to-one customer relationships.

Using iterative website experimentation, OneMain mapped tests to the core KPI of email capture and optimized messaging and field placement in the application flow. Labeling the email field “account information” proved the winner—application completion rose by 200 basis points (2 percentage points), email capture increased 29%, and 1,000 additional emails were added for retargeting—helping drive broader retargeting, higher incremental loan applications and a return to high double-digit applicant growth.

OneMain Financial

Eric Barba

Vice President of Digital Marketing and Analytics