Using behavioural science to optimise on-line on-boarding communications
How can we optimise current account on-boarding comms to drive desired behavioural outcomes? To encourage customers to make this new account their primary one?
TBA Approach.
Immersed in the current account on-boarding journey to identify potential risks and drop offs.
Audited on-boarding communications using a BeSci-lens, assessing comprehension and cognitive ease.
Interactive client workshop using BeSci concepts to inspire ideas to improve onboarding communications.
Behavioural Insights, Interventions & Impact.
Identified key weaknesses with current comms, esp. lack of salience & cognitive ease.
Developed clear recommendations on how to leverage behavioural science insights to improve communications.
The onboarding comms journey was redesigned using behavioural science concepts of chunking, salience & social norms to nudge desired behaviours.
The new on-boarding comms achieved a 7 percentage point increase in desired behaviours vs control, exceeding our client’s prediction of a 1% increase.