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Bankrate User Journeys
Over many years of user research and on-site analytics, these are the top performing user journeys to date at Bankrate.
PERFORMANCE
+35%
User Engagement
-%18
User Abandonment
This first set follows a consistent user-testing preference of single user questions, one at a time method. Every year or so, we try to combine multiple questions into one screen and users still prefer to answer one at a time.
We eliminated additional clicks by simply having the user tap/click on the answer that best fits their needs and auto-progresses to the next question. This reduces time to completion by estimated 50%.
This second set of questions, follows a new and improved pattern that we are already seeing an even better conversion rate with, while maintaining the low abandonment rate.
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Shifting gears to a more personal / conversational voice and tone, user feedback was that of "this is pleasant" and "feels natural".
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We also added in "micro-moments" which are brief text blocks / explainers at pages that we historically have seen the most drop-off rates. Educating and explaining to the user the "why" we need this information, and try to address any concerns they may have.
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