Many users come to us from the main page of the site and partners, and among them the lowest rates of return, viewing depth and session duration. This can be explained by the relatively high traffic on the website of the bank and partners and the fact that more “random” visitors come to the platform from there than from other sources. But it is fair to assume that such users are more in demand for banking services, and poor performance is due to the fact that visitors do not understand where they are and quickly return back to the site of the bank or partner.
Some analytical data supported this hypothesis: for example, among visitors who applied for loans, the ratio of first session sources turned out to be on the side of the site. So we identified the first segment of users, and now we had to decide how to help them navigate the platform and get to loan applications on this platform, and not on the bank's website.
It was possible to create a separate landing page, but this would require development, and we wanted to test our hypotheses about the interests of visitors faster and cheaper. Therefore, we used CD(X)P: the tool allows you to customize the display of interface elements and pop-ups depending on the visitor from a particular segment.