Financial Services
Rebuilding a signup funnel that was leaking users
A fintech platform
+64%
Signup conversion rate
-38%
Form abandonment at step 1
4
Sequential test cycles run
Challenge
Paid campaigns were bringing qualified traffic, but the signup funnel had a steep drop-off between landing page and completed account creation.
Objective
Reduce funnel drop-off without changing the underlying product or compliance requirements.
Strategy
A structured CRO program: instrument the funnel properly first, form a small number of testable hypotheses, then test them in sequence rather than redesigning everything at once.
Before vs. After
Before
2.3%
- Single long-form signup page
- No visible trust or compliance signals above the fold
- Generic error messages on form validation
- No mobile-specific layout
After
3.8%
- Signup split into three short, progress-tracked steps
- Regulatory disclosures and security signals moved above the fold
- Inline, specific validation messages
- Mobile-first layout rebuilt from scratch
10-week CRO sprint, 4 sequential test cycles
“The traffic was never the problem. Nobody had actually watched what happened after someone landed on the page.”
— Head of Growth, Meridian
