Case Study: IMB Bank achieves up to 187% increase in conversion rate with VWO Engage

How IMB Bank discovered hidden engagement opportunities and amplified conversions using VWO

IMB Bank, a 139-year-old Australian financial institution, wanted to improve online conversions as more customers shifted to digital channels. Web UI/UX Designer Adam Ruse found their experimentation was ad-hoc and based on hunches, with high drop-off rates in loan application flows—so the team needed a structured, data-driven approach to uncover where users were abandoning forms.

Using VWO Insights (heatmaps, funnel and form analysis, session recordings) IMB identified problem pages and tested targeted fixes: redesigning the personal loan form (adding USPs, awards, time-to-complete, clearer instructions), adding an exit-intent save prompt and a resume ribbon. Results included a 36% lift in personal-loan conversion and an 87% lift for home loans, a 52% increase in users saving applications in tests, major YoY gains (saved forms +37%, resumed saved forms +250%, completed saved forms +39%), and an overall reported conversion increase of 187%.

IMB Bank

Adam Ruse

UI/UX Designer