Better UX Makes for Better B2B Leads

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How to improve the customer online experience through form optimization


THE BRIEF

Byline Bank, a full service community and commercial bank serving small- and medium-sized businesses, financial sponsors, and consumers was not able to engage online visitors and capitalize on their single most important digital asset, their company’s website. By putting the customer’s needs first, Saggezza helped optimize the user experience by simplifying the application process.


THE CHALLENGE

Byline bank struggled to capitalize on potential prospect leads because their Small Business Loan application was cumbersome for potential clients and on top of that, even to get general information, applicants were required to provide sensitive information that many were hesitant to submit online. Byline was looking to increase their online presence and traffic, to stimulate and identify potential leads. In order to do this, they needed to improve their website user experience.

THE SOLUTION

Saggezza’s expert UX team helped Byline bank increase online traffic and lead generating by reducing and simplifying the content that potential clients needed to submit, thereby making the form submission process quicker and easier for the client’s customers resulting in a 73% lead conversion rate.

A key feature of the project was the redesign of Byline’s form submission interface by Saggezza’s UX team. By eliminating unnecessary data entry fields, improving website navigation, enhancing the iconography, and reducing clicking and scrolling, Saggezza helped create a better user experience for Byline customers. Along with the increased influx of customer data, Saggezza incorporated the data into nCino, Bylines CRM (a single, secure, and comprehensive cloud-based solution). Integrating data into nCino created a streamlined process for managing and organizing potential leads.

Finally, Saggezza took Byline’s website completely into the cloud with Amazon Web Services (AWS). Because of the sensitive nature of Byline’s business, Saggezza created a number of security initiatives and firewalls to safeguard Byline’s customers data.

PARTNER TECHNOLOGIES

Amazon Web Services is a secure cloud platform service. It allows its customers to securely store data and content, with advanced computing power and user friendly functionality. With AWS, Byline was able to ensure that their customers sensitive information was protected.

nCino is a CRM, which organizes and stores customer data to create an effortless way for Byline to engage with potential prospects.


Saggezza is a proven technology and consulting partner that delivers personalized, high-value solutions to accelerate business growth.

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