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data sources.

an effective approach to conversion needs to be bespoke, supporting a brand’s marketing goals and drawing upon a range of data sources and tools to create insightful recommendations.

  • Interviews and surveys
  • Eye tracking and heat maps
  • Mystery shopping
  • Social media listening
  • Competitor analysis
  • Analytics conversion data

choosing the right data source.

CRO is a useful tool to deploy when designing application processes that balance the need to capture information to inform acceptance decisions, without overwhelming the applicant with a cumbersome and long survey. Simpler and shorter surveys can give banks a higher volume of applicants but at the expense of having less data to base risk decisions on; it's a balancing act.

process definition.

Designing a process that structures the questions so that applicants get staged decisions can nurture them in a more engaging way and also provide a good opportunity to introduce other products to them.

commonly used tools.

Examples include:

  • Mystery shopping
  • Heat mapping
  • Eye tracking
  • Interviews
  • User testing
  • Analytics conversion data
  • Social media listening
  • Content gap analysis
  • Surveys
  • Focus groups
  • Competitor analysis