Case Study: T. Rowe Price achieves a 37% reduction in online account drop‑offs with UserTesting

How the right tools helped T. Rowe Price quickly solve a business-critical design problem

T. Rowe Price, a global investment management firm, discovered a 37% drop‑off at the very first step of a new online account‑opening flow. With customer loyalty and business outcomes at stake, the design team needed a fast way to learn why users were abandoning the process and decide what to change.

Using UserTesting’s unmoderated tests, the team showed participants the two pages in question and quickly learned users expected more information before starting the account process. Within hours they delivered recommendations to product owners, implemented changes, closed the 37% drop‑off, and boosted stakeholder confidence in rapid, cost‑effective user research.

T. Rowe Price

Harsha Thayi

Senior Manager, User Experience