Case Study: T. Rowe Price resolves a 37% account-opening drop-off with UserTesting

T. Rowe Price closes 37% account-opening drop-off with UserTesting

T. Rowe Price, an investment management firm, faced a significant challenge when a 37% drop-off rate was discovered on the first step of its new online account opening process. The company needed to quickly understand and fix this business-critical design problem to protect customer loyalty and its business. They turned to the UserTesting platform for a solution.

Using UserTesting, the team launched unmoderated tests and within hours uncovered the root cause: users wanted more information before starting the application. UserTesting provided fast, actionable insights that led to immediate recommendations. Almost immediately after implementing the changes, the 37% drop-off rate was closed, resolving the issue.

T. Rowe Price