Case Study: Tinkoff Bank achieves 35.8% conversion lift with VWO A/B testing

Tinkoff Bank Used A/B Testing To Improve Conversions By 36%

Tinkoff Bank, a leading Russian digital bank, relied on its branch-less website to acquire new credit-card customers and faced high bounce rates on a multistep online application form. To increase the number of visitors who completed and submitted credit-card applications, Tinkoff’s web analytics and CRO teams sought to validate changes through controlled experiments using VWO’s A/B Testing.

Using VWO, Tinkoff ran three A/B tests that optimized page messaging, added a visible progress bar, and allowed users to submit passport details later. The VWO tests delivered clear lifts: an inline features box +15.5%, two progress-bar variations +6.9% and +12.8%, and the “passport later” option produced the biggest gain of +35.8% in completed applications (with a +10% increase in after-filling conversions), demonstrating measurable conversion improvements.

Tinkoff Bank