Back

Opening a BNP Paribas Bank Account Online

Reducing Drop-off and Improving Conversions

This project focused on improving the onboarding experience for new banking clients by analyzing existing conversion rates, usability issues, and benchmarking best practices.

The Challenge

The online banking signup process suffered from a poor conversion rate (3.4% vs. industry average of 10%) and an 85% drop-off rate. Upon further research using usability testing we discovered complex flows, unclear product differences, and many unnecessary form fields.

A screenshot of a presentation slide showing benchmarking results

A screenshot of a presentation slide showing how the flow compared to competitors

Key Insights

Web Analytics: High drop-off rates at multiple stages of the funnel.
User Testing: Users struggled with unclear form steps and duplicate information.
Benchmarking: Competitor analysis revealed best practices such as fewer form steps and clearer CTAs.

Screenshot 1 — Drop off Rates For Each Step

People are increasingly not willing to accept long and tedious online forms.
- Analytics insight

Our Approach

Thanks to rigurous iteration and testing of redesigned flows through interactive prototypes, we achieved these optimisations:

Reduced steps and minimized required form fields from 31 to 19
Introduced form auto-save and pre-filled data options
Improved product comparison table to clarify the offer

Comceptual design of an improved product comparison table

Results

The digital transformation of BNP Paribas Fortis led to notable improvements in online banking adoption:

Digital Channel Growth: Customers increased their use of the Easy Banking app and website by 25% in 2017.
Mobile Banking Adoption: Active mobile banking users grew by 36%, with a 57% rise in monthly sessions.
For more information, visit The Banker.

Interested in similar UX improvements?

Let’s discuss how we can enhance your digital experiences.

Get in Touch