Case Study: uno Home Loans achieves 26% email registration lift and a testing-led growth engine with Optimizely

How uno Home Loans Aligns A/B Testing with Growth

uno Home Loans is an Australian fintech reimagining the home loan experience by bringing choice, transparency and automation to borrowers and advisors. While its internal adviser tools iterate rapidly, the customer-facing product required disciplined experimentation to discover messaging and product changes that drive usage and conversions—early A/B testing showed promise but the team began to stagnate and needed better prioritization and alignment with business goals.

To scale testing into a growth engine, uno built a scoring algorithm in Jira to rank ideas by likely impact, democratized ideation across the company, and established a weekly growth cadence to run and review experiments (about 10 concurrent tests). This process, paired with A/B testing, produced measurable wins—one copy adjustment drove a 26% lift in email registrations—and created rapid learning loops that accelerate product decisions and company-wide momentum.

uno Home Loans

Justin Bohlmann

Digital Marketing Manager