How ING increased the lead generation rate by 20%



ING bank Romania is part of ING group, a Netherlands-based financial institution. It covers banking services, asset management for individual clients, companies and institutions in over 40 countries from Europe, North America, Latin America, Asia and Australia.

The Challenge

A qualitative research has validated all the assumptions about what visitors think about completing a credit form, that did not convert so good. Visitors had a lot of fears regarding the credit application. The challenge was to increase the leads for the credit form and make visitors trust it.

Summary of results

Number of leads increased by 20%; Click-through rate increased by 60%; It was seen by 4478 unique users on Control and by 4483 unique users on Variation;

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