43% Conversion Increase for a FinTech Platform from Warsaw
We fixed errors in the purchasing path and implemented custom event tracking, allowing for better marketing budget allocation.
VeloStream Solutions is a Warsaw fintech serving 12,400 active accounts. Despite high traffic on the site, the number of new loan applications had been stagnant since November 2023. Silesia Performance Lab entered the game to check the facts and find the technical reasons for the lack of growth.
The challenge
The main problem was the application form, which 68% of users abandoned. The mobile site took an average of 5.2 seconds to load, which immediately destroys trust in the financial industry. The client was losing about 46,800 PLN monthly due to analytics errors that provided false data about where profitable customers were actually coming from. There were 14 different touchpoints that were not measured at all.
Our approach
We worked in a 3-person team: a data analyst, a front-end developer, and a technical SEO specialist. We started with a full audit of server logs on January 14, 2024. We didn't guess. We used heatmaps to see where people stopped clicking. We checked every script that slowed down page loading by more than 150 milliseconds.
The solution
We shortened the form from 12 to 5 essential fields, which took us 3 business days. We implemented Server-Side GTM, which reduced the load on users' browsers and sped up the site by 1.4 seconds. We fixed 84 404 errors that were directing customers to non-existent promotional offers. Data speaks for itself – we cleaned the code of unnecessary plugins that were just gathering dust and slowing down the process.
Results
After 4 months of work, the platform noted a clear financial jump. The advertising budget is now spent where customers actually come from, rather than bots. We eliminated technical errors that were blocking sales on Apple and Samsung mobile devices.
Timeline
-
January 2024Technical audit and analysis of 14,000 user sessions.
-
February 2024Implementation of Server-Side GTM and optimization of JS scripts.
-
March 2024Form rebuilding and testing on a group of 1,200 people.
-
April 2024Final GA4 configuration and profit report.
"Silesia Performance Lab pointed out exactly where we were losing money. Specific audit, specific profits. Now we know what we are paying for in marketing and we see it in the wallet."