For many companies with a digital platform, increasing conversion is one of the most important goals. While many organisations invest in advertising budgets, it's UX research that can truly boost your conversion rate. Directa.nl chose a data-driven approach: by conducting user tests with the actual target group, we discovered what was holding visitors back and what would convince them. The result: a website redesign that increased the conversion rate by 10.49% and completed loan applications by 43.71%.
Data-driven redesign based on real user insights
User testing with the target group in a trust-sensitive sector
Full customer journey optimisation: from lead to customer
Modern design standards focused on reliability and transparency
The challenge
How do you convince visitors to apply for a loan on a website where trust and clarity are crucial?
The solution
Data-driven website changes through UX research and user testing, with the target group at the centre of every design decision.
Directa.nl x iO: from assumptions to proven insights
Directa.nl is a Dutch financial services provider with over 25 years of experience in personal loans. They help consumers make their dreams come true, whether it's a motorhome, a garden canopy or other major purchases.
Together with iO, Directa.nl made the shift from intuitive design to data-driven decision-making. We involved the target group in every change and built a website that not only looks good but demonstrably converts better. This partnership goes beyond a one-off redesign: it lays the foundation for continuous optimisation of the entire customer journey.
Why UX research makes the difference in conversion rate optimisation
In financial services, everything revolves around trust. Visitors considering a loan want certainty: is this party reliable? Are there hidden costs? Do I understand what I'm applying for? Without answers to these questions, potential customers drop off. UX research provides the insights to remove exactly those barriers that stand in the way of conversion.
How user testing improves conversion rates on a loan application website
We chose qualitative research methods with real users from the target group. By conducting user tests, we discovered concrete improvement opportunities that remain invisible with analytics alone. Users indicated where they hesitated, what was unclear and what information convinced them. We translated those insights directly into design improvements.
Concrete improvements from user tests:
Finding what you're looking for quickly: we updated the website to modern design standards with a focus on clear navigation and fast loading timesConveying reliability: users in the financial sector primarily judge information on trustworthiness. We strengthened visual and content-based trust signalsTransparency without the small print: clarity and honesty proved essential. We made terms and costs transparent without legal jargon
What UX research methods increase online form completion?
The strength of our approach lies in combining qualitative and quantitative methods. User testing reveals the 'why' behind behaviour; analytics show the 'what'. By combining both, we could not only identify bottlenecks, but also validate that our solutions worked. The result: 43.71% more completed loan applications.
Optimising the full customer journey from lead to customer with UX
Conversion rate optimisation doesn't stop at the landing page. Directa.nl wanted to improve the entire customer journey. After redesigning the main website, we focused on:
The document upload portal: where consumers upload identity documents and bank statements for their loan applicationThe self-service environment: where customers can view their loan and change their details
With this approach, Directa.nl has optimised the entire customer journey, from first visit to long-term customer relationship.
At Directa.nl we put the customer first. We've moved away from assumptions and now the target group is involved in all changes we make to our website. You can see the results: the conversion rate increased by 10.49%.
The numbers
1%
decrease in bounce rate
1%
increase in average session duration
1%
increase in conversion rate
1%
increase in completed applications
From assumptions to measurable growth
The collaboration with Directa.nl shows what's possible when you truly put the target group at the centre. By moving away from assumptions and basing every design decision on real user insights, we built a website that not only looks better but demonstrably performs better. Visitors find what they're looking for faster, feel more trust and complete their applications more often. For Directa.nl, this means a structural improvement of their digital foundation, ready for further growth.
