Visa CAL, the leading credit card company in Israel, was founded in 1979. It offers credit cards for the world’s leading brands to more than 2.4 million cardholders and tens of thousands of businesses worldwide. In 2015, Visa CAL launched a new product, becoming the first Israeli firm to offer end-to-end online credit card ordering.
To assess its customer needs and trends, Visa CAL was using a number of tools including web analytics, application logs, business intelligence (BI) systems and media tools. However, despite all of these tools, the company did not have a complete picture of the user experience on their website.
The key areas that Visa CAL wanted insights about included:
- The customer journey within the company’s card ordering system
- Delays experienced by customers when using the ordering system
- Areas on the website in which customers struggled to complete a transaction
- Customer churn and the reasons behind it
Visa CAL turned to digital experience analytics from Glassbox to get a clearer view of the customer journey when ordering and using Visa CAL credit card products.
Drilling into user behavior
Visa CAL was able to find and watch session replays during which customers ordered credit cards. Using customizable Glassbox dashboards, they were able to analyze customer behavior, including session duration and the number of changes to fields, which the company suspected were impacting customer churn.
Understanding customer intentions with click maps
With Glassbox’s powerful digital behavior and customer experience analytics solution, Visa CAL gained an understanding of the intentions and behavior of its customer when ordering and using the company’s credit card products. This information gave Visa CAL a data-driven hypothesis of what they needed to do to make the process more intuitive and customer-friendly.
Creating streamlined processes
In response, Visa CAL embarked on a new project to look closely at the results from Glassbox and fine-tune every stage of the card ordering journey to ensure it matched the needs of the customer and addressed any areas of friction.
The Main Results
With the data provided by Glassbox and the changes made by Visa CAL based on it, within three weeks the company was able to triple the conversion rate from 19% to 60%.
Glassbox brought about a number of changes to the credit card ordering process, all of which are designed to make it easier and more intuitive for the customer:
- Unnecessary fields in the order process were removed.
- Some specific fields only appear for relevant customer segments to streamline the process.
- Optional fields were moved to the end of the process so up-sell products and services are available once the order has been confirmed.
- Certain fields were changed from drop-down to free-text.
- Clearer error messages were added to help customers complete the process.
- General changes to page structure and design were made, including column structure and fields spread over more pages, to remove clutter and improve UX.
"Thanks to Glassbox, we are now able to record each and every customer action from our site. Using analytics, funnels and associated data, we are able to reach intelligent conclusions on customer behavior and have a continuous improvement action plan in place to ensure we continue to evolve and meet the needs of our customers."
Ofer Goldberg, Head of Digital Services R&D and Innovation at Visa CAL
Glassbox is a customer experience solution that enables companies to better understand their customers’ demands and struggles across all digital platforms. This GDPR-compliant solution automatically records all customer sessions on the website or app and creates dashboards with company-specific KPIs. Besides Visa CAL, their existing clients include SoFi, Singapore Airlines, John Lewis, SuperDry, Tracfone, Admiral, Hong Kong Express, the second largest telecom provider in the US and six out of ten of the largest banks in the world amongst other industry leaders. Their 100% tagless recording, intuitive real-time reporting and AI-powered analysis is a proven concept across industries where digital comes first.