The financial sector is currently undergoing a comprehensive digital transformation. Banking apps, self-service platforms, chatbots, and digital advisory tools have long become standard. Yet many offerings overlook a crucial factor: experience. Digital services are often technically solid but emotionally cold. They meet functional requirements but rarely manage to truly delight customers or foster long-term loyalty. And it is precisely this digital experience that is key to differentiating oneself in an increasingly saturated market. Looking at other industries shows what better practices look like: e-commerce players have demonstrated how customer-centricity and experience can become genuine growth drivers. The financial services sector can gain valuable insights here—if decision-makers are willing to think beyond mere process digitalization.

Today, digital experiences determine whether visitors become loyal customers – or whether users drop out after the very first contact. Optimizing individual touchpoints in isolation is no longer enough. What really counts is the interplay: How well do strategy, design, content, technology, and operational execution fit together? This is exactly where our Total Experience (TX) Audit comes in. It looks at the entire value chain – from the first search to everyday use. This reveals where experiences already convince, where friction occurs, and which measures have the greatest impact on growth and efficiency. In this article, you will learn how to create holistic interplay across all areas instead of perfecting individual silos.

Targeted conversion rate optimization (CRO) can help boost customers’ willingness to recommend and actively involve them in brand communication during the advocacy phase.

Companies that actively retain customers reduce their customer acquisition costs (CAC), increase customer lifetime value (CLV), and ensure sustainable growth. Targeted Conversion Rate Optimization (CRO) helps increase repeat purchases, prevent churn, and develop personalized measures.

Targeted conversion rate optimization (CRO) in the decision phase ensures that users do not abandon the purchase but successfully complete it. In addition, optimizing this phase has a direct influence on the retention phase - because a smooth checkout process increases both customer satisfaction and the repurchase rate.

The goal of conversion rate optimization (CRO) in the consideration phase: to build trust, reduce uncertainty, and provide relevant information in order to gradually guide users toward the next stage – the purchase decision.

In this first article of the series on the various stages of the customer journey, we focus on the awareness phase and highlight the most effective methods for this stage.

In the context of conversion rate optimization, a testing tool enables companies to test different versions of their website or app to find out which variant works best. These tools perform A/B tests or multivariate tests to analyze user behavior and make data-based decisions to optimize the user experience.

Find out what significance means in A/B testing, how the p-value works and which KPIs you should pay attention to. Your guide for well-founded CRO decisions!