Paytomorrow
Boosting Conversions 25% with Application Flow Optimization
What's the story?
Online lending has its fair share of legal requirements, disclosures and fancy verbiage that can scare away potential customers. We worked with Paytomorrow to simplify their application flow, refine their value propositions all while maintaining the integrity needed to clearly define the accountability of a lending solution for consumers.
How it started
Paytomorrow offers a proprietary hybrid lease-loan-own solution for online consumers looking to confidently purchase everyday products in the near prime space. After reaching an internal capacity constraint, Paytomorrow reached out to MetaMartini to evaluate the branded content and application flow of their financial platform. We started to evaluate how they presented their product both within their site and to their dealer network. Further research was done when MetaMartini worked with Paytomorrow's top vendors to understand the strengths and opportunities the organization had to scale its support for their growing network. We believe that tone is everything, so our first place to start was to define Paytomorrow's brand tone.
| Voice Characteristic | Description | We Do | We Don't |
|---|---|---|---|
| Personable | We know our consumer & merchant base on a first name basis and care about the impact we make on the end user. | Talk using first names within casual conversation, work directly with consumers if a life changing event occurs, and talk simply about our product on the website. | Talk like a credit card processor that's looking to make more money. |
| Authentic | We built a program that truly values the end user and your business. As such, our small team is there to make sure you are supported through any questions anytime. | Pride ourselves on our internal team's knowledge and we aren't afraid to brag about it externally in our content. | Shuffle consumers around on the phone or send generic marketing messaging without a purpose. |
| Trustworthy | We understand the impact lending can have on your life so we develop tools and resources to help empower you. | Transparently talk about potential costs and fees, but also provide solutions that avoid those potential charges. | Make our program difficult or confusing to understand on purpose. |
How did our work improve their bottom line?
This brand tone would go on to define additional internal resources such as Brand Guidelines, Blog Format Standards, and UI/UX documentation for dealer onboarding. After providing over 25 documented page audits, along with fully revised UI/UX flows for mobile and desktop application, Paytomorrow has utilized the improvements to grow their performance into a younger and more diverse marketplace.
Our control group testing saw a 18% growth in session duration on site, along with a 12% increase click-through on the buttons located on the homepage.
The Results
After 25+ documented page audits and fully revised UI/UX flows for mobile and desktop, the numbers spoke for themselves.
Session Duration Growth
On SiteClick-Through Increase
Homepage ButtonsFlow-Through Rate Increase
Control GroupSimplicity & Transparency
Consumer hesitation reaches its peak during their conversion to lending terms for buying online...and rightfully so. Our changes to the copy, UI and tone of the organization's online resources allowed a consumer to read and experience a flow that felt simple, clear and human. During the test processes, MetaMartini often added verbiage that assisted in consumers clearly understanding the key components of Paytomorrow's offering and expected accountability should they choose to move forward. By making the process clearer with additional objective data such as interest impact, “best value” highlights and additional resource material, our control group flow-through rate increased 25%.
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Improving conversion rates through UX clarity and data-driven decision making is what we do for complex digital products.
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