BEYOND BANK

Around 85% of users who started a home loan application abandoned it before completion, with no mechanism in place to re-engage them once they dropped out. Post-abandonment analysis proved critical: we found that most users remained on the site, revealing a clear opportunity to re-engage through onsite, post-abandonment personalisation rather than relying on paid media remarketing.

For users, the application represented a high-effort, high-commitment moment, often paused due to uncertainty or complexity. For the business, this meant losing high-intent borrowers with no opportunity to offer help, reassurance, or an easier next step at the moment it mattered most.

The goal was to recover lost intent by re-engaging users who had already shown strong interest, without forcing them back into a complex application flow. Success meant shifting behaviour from silent abandonment to active reengagement.

From a user perspective, this meant making it acceptable to ask for help without committing to an application. From a business perspective, it meant increasing qualified enquiries by meeting users where they were - uncertain, time-poor, and weighing options like fixed vs variable or first home vs refinance - rather than pushing for completion too early.

We first used Optimizely to identify and segment a high-intent micro-audience: users who had started the home loan application but abandoned it before completion. This allowed us to focus on people already in an active decision moment, rather than relying on broad or generic messaging. Importantly, the segment also included timing logic to ensure a considered gap between abandonment and re-engagement - giving users space, rather than immediately pushing them back into another form-driven experience.

We then introduced a targeted modal for this segment. Instead of pushing users back into the application, the modal offered a simple support prompt - “Need a hand with your home loan?” - with a deliberately low-commitment CTA: Ask a question. Users could access personalised support from a home loan specialist via phone, email, or in person, reducing friction and making re-engagement feel easy and helpful.

Acknowledgement of Country

We respectfully acknowledge the Gadigal People of the Eora Nation and the Muwinina as the Traditional Owners of the lands on which our workplaces stand to date and extend this respect to all First Nations peoples, including Elders past, present and emerging.

Sydney

Level 2, 100 Harris Street,
Pyrmont, NSW 2009

+61 2 9339 4333
hello@orchard.com.au

Melbourne

Ground Floor,
28-30 Stephenson Street 
Cremorne, VIC 3121 

Hobart

24 Davey Street,
Hobart, TAS 7000

New York

200 Broadway 3rd Floor,
New York, NY 10038

Manila

30th Floor, Yuchengco Tower 1
RCBC Plaza H.V. Dela Costa,
6819 Ayala Ave Makati,
Metro Manila

Bogotá

Carrera 7 #116-50
Office 04-123
Bogotá 110221