Consumers come to banking websites but only a small fraction look at product pages whereas a majority of consumers exit banking websites on the homepage or product category listing pages. Conversions Rate Optimisation (CRO) is a practice that through A/B testing attempts to improve the usability of a webpage in order to coax consumers to look at product specific pages and get them to submit an enquiry or apply for a loan. However, the reason for the research is a gap in the current literature and professional practice of knowledge as it relates to (i) internal decision-making in developing web pages, (ii) online consumer decision-making, and (iii) conversion rate optimisation frameworks in the online banking context. The current conversion rate optimisation literature primarily deals with e-commerce websites that are different in nature to banking websites.
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