BEYOND BANK
Driving more home loan applications by designing for intent
The challenge
The home loans page asked users to start by choosing a loan type – fixed rate, variable, variable with offset - assuming they already understood the differences. For many visitors, especially first-time buyers, this created friction early in the journey.
Most people don’t arrive thinking in financial products. They arrive thinking, “I want to buy my first home,” “I want to refinance,” or “I’m buying an investment property.” When the page forced them to translate those goals into loan terminology, decision-making stalled.
Key results
+10% increase
in home loan subpage views
+55% increase
in home loan application starts
+67% uplift
in projected annual home loan funding value
The goal
The goal was to help users move forward without needing to “speak bank.” Success meant shifting the decision from “Which loan type should I choose?” to ”What am I trying to do?”
By meeting users at the level of their real-world goals, I want to buy first home, next home, refinancing, investing, the experience aimed to make it easier for more people to explore the right loan options and progress into an application.
The tech
Optimizely
Web Experimentation
Optimizely
CMS
GA4
The solution
The experience was restructured around goal-based navigation, allowing users to start with intent rather than product knowledge. Instead of asking visitors to choose between loan types, the page invited them to select what they wanted to achieve.
This reframing removed an early cognitive hurdle. By aligning the experience with how people naturally think and talk about borrowing, users could immediately see themselves in the journey and move forward with greater clarity.
OUR CRAFT
We deliver work
that works
Encouraging Exploration with
the Discover Tasmania App
Discover Tasmania App
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.
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Level 2, 100 Harris Street,
Pyrmont, NSW 2009
+61 2 9339 4333
hello@orchard.com.au
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Bogotá
Carrera 7 #116-50
Office 04-123
Bogotá 110221
