Optimizing Byline Bank’s Customer Experience to Increase Online Traffic
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, Apexon
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. On top of that, getting general information required applicants to provide sensitive information that many were hesitant to submit online. Byline was looking to increase their online presence and traffic in order to stimulate and identify potential leads., which meant they needed to improve their website user experience.
THE SOLUTION
A key feature of the project was the redesign of Byline’s form submission interface by Apexon’s UX team. By eliminating unnecessary data entry fields, improving website navigation, enhancing the iconography, and reducing clicking and scrolling, Apexon helped create a better user experience for Byline customers.
Along with the increased influx of customer data, Apexon 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, Apexon took Byline’s website completely into the cloud with Amazon Web Services (AWS). Because of the sensitive nature of Byline’s business, Apexon created a number of security initiatives and firewalls to safeguard Byline’s customers data.
THE RESULTS
73% Lead Conversion Rate
Apexon’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.
PARTNERSHIP PLATFORMS/SOFTWARE
