Case Study: IMB Bank achieves up to 87% conversion lift and higher form completions with VWO

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

IMB Bank, a long-established Australian financial institution, faced high drop-off rates and an ad‑hoc, hunch‑based approach to website optimization on key loan application flows. Web UI/UX Designer Adam Ruse and his team adopted VWO (A/B testing and VWO Insights) to bring a structured, data‑driven experimentation process—using heatmaps, funnel and form analysis, and session recordings—to identify and prioritize underperforming pages.

Using VWO, IMB Bank optimized the personal loan form (adding USPs, awards, estimated completion time, clearer instructions and improved design), implemented an exit‑intent popup and a resume ribbon, and planned retargeting for saved applications. The tests delivered measurable gains: a 9% lift in users completing the form (12% YoY post‑implementation), a 52% increase in users saving applications, saved forms up 37% (5.39% → 7.33%), resumed saved forms up 250% (2% → 7%), completed saved forms up 39% (61% → 85%), plus a 36% increase in personal loan conversions and an 87% increase in home loan conversions—showing VWO’s platform drove significant engagement and conversion improvements.

IMB Bank

Adam Ruse

UI/UX Designer