Problem: Not Radically Simple

Small Changes. Huge Results. Using Remote Testing.

B|P conducted a remote moderated usability study (using Ethnio) on their existing auto loan and rate calculator, and rate calculators on several competitor sites. Fifteen users looking for an auto loan or to refinance their current loan were recruited live off the E-LOAN site to participate in one-on-one moderated sessions. During these sessions B|P moderators talked to these users to identify what they were looking for as they calculated rates. These sessions uncovered that users needed to feel confident that the rates that they were shown would closely reflect the rates they would get if they applied. From the data gathered, B|P created mock-ups of a calculator centered around the user, while also taking into consideration E-LOAN’s business needs. The mock-ups gave E-LOAN the information they needed to redesign and internally test a new calculator.

Results: 300% Increase in Conversion

In December of 2005, E-LOAN conducted AB testing of the existing calculator and their newly redesigned calculator. The redesigned calculator converted three times as many users to loan applicants. After pushing the simple, redesigned version, the conversion rate has continued to radically rise.

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