AMERICAN EXPRESS CARD FUNNEL OPTIMIZATION, 2014
American Express - a top tier client and dream opportunity to work with this blue chip card provider on the optimization of their credit card application funnel. As with all banking clients, we had to balance growth goals against the important need to advice users impartially on their choices.
PROJECT SUMMARY
Review and optimization of the entire card application funnel to drive app starts
American Express prides itself on its totally online card application process and has a world-leading competitive advantage on the basis of its products and its brand. As part of a project with Maxymiser, they asked me to come and review their application funnel, suggesting optimizations to each step designed to increase forward traffic through each stage, as well as finally application completes.
