A faster, clearer mortgage funnel designed to improve the user experience, reduce form friction, and make the next step easier for potential borrowers.

We partnered with Finance Mutual Australia to improve a mortgage funnel where visitors were arriving, but too many were leaving before reaching the enquiry stage.

Our CRO audit identified friction across page performance, interface design, and the existing enquiry form. We redesigned the experience around a simpler, more progressive journey.

Making it easier to continue

Nearly 70% of visitors were dropping off before reaching the enquiry section, showing that the existing traffic wasn’t the main problem.

We improved page speed, simplified the interface, and replaced the lengthy enquiry form with smaller qualification steps that build engagement before asking for contact details.

KEY CHALLENGES

Finance Mutual needed to reduce friction across the existing journey while helping potential borrowers build enough confidence to move towards an enquiry.

Key challenges

• 70% pre-enquiry drop-off

• Slow page performance

• Outdated user experience

• Lengthy enquiry form

A SIMPLER MORTGAGE JOURNEY

We redesigned the funnel around progressive engagement, giving visitors relevant information at the right time and making each next step easier to complete.

Our approach included

• Clearer content hierarchy

• Faster page performance

• Progressive qualification quiz

• Reduced form friction

• More focused calls to action

• Mobile experience optimisation

TURNING EXISTING TRAFFIC INTO A BETTER EXPERIENCE

Rather than focusing on bringing in more visitors, we addressed the points already creating friction inside the funnel. The result is a faster, cleaner journey that moves potential borrowers through smaller steps towards enquiry.

Key outcomes

• 90+ PageSpeed performance score

• 70% original drop-off identified

• Shorter progressive qualification journey

• Improved desktop and mobile experience