Rebuilding a signup flow that was losing qualified applicants
Aldgate Finch, a regulated savings and investment platform
+58%Signup completion rate
-34%Drop-off at step one
4Sequential test cycles run
Challenge — Paid campaigns were bringing in qualified, well-targeted traffic, but the account-opening flow had a steep drop-off between landing page and completed application.
Objective — Reduce drop-off in the signup flow without altering the underlying compliance or KYC requirements.
Strategy — A structured CRO programme: instrument the flow properly first, form a short list of specific, testable hypotheses, then test them one at a time in sequence rather than redesigning the whole flow at once.
Before vs. after
Before
3.1%
- Single long-form application on one page
- No visible security or regulatory signals above the fold
- Generic validation errors on every field
- No layout built specifically for mobile
After
4.9%
- Application split into four short, progress-tracked steps
- FCA registration and security signals moved above the fold
- Field-specific, plain-language validation messages
- Mobile layout rebuilt from the ground up
10-week CRO sprint across 4 sequential test cycles
“The traffic was never the issue. Nobody had actually sat down and watched what happened after someone landed on the page.” Head of Growth, Aldgate Finch
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