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Switching
current
accounts
Challenge
-
Help people understand the benefits of switching to TSB
-
And help the business increase its number of primary account holders
Solution
Simplify text and improve its sequencing.
My role
I rewrote and tested all text, and helped reorganise page hierarchies.
Changes made to switch process info
Before
The timescale is referred to in 3 different ways "set up in minutes"/"switch in just 7 days"/ "move in days" which is both repetitive and confusing
These two items would be more efficient as a bullet points. Giving a panel to each again extends the page unnecessarily
This page is designed specifically to reassure customers about the switch process. The headline takes its eye off the ball and instead mentions a benefit of switching.
The info on each panel tends to repeat the subhead. This lengthens the page unnecessarily below the scroll point
The insertion of "full" is
unclear (are there partial switches available?) and
potentially worrying (does tapping this button commit me right now?)
After
The content here is identical. But small changes in message and structure transform how the page engages.
The headline's momentum is maintained by replacing the panels beneath with text in a progressive step format, flowing straight into the CTA
A new CTA includes the Docusign icon. This clarifies what the button does ie to a step that can be reviewed before committing.
A new headline introduces the page content more accurately, and sets up the stepped sections to follow
The process is summarised in a single paragraph. Full details are offered through a link, keeping the page short
Impact after 4 weeks
A 9.2% increase in switch starts
Explaing overdrafts in switching
Data showed that this page, explaining how you carry an overdraft over to your new account, caused 12% of all abandonments.
Retrospective comprehension testing confirmed that its score of 43% was well beneath an acceptable threshold.
1) The line "TSB will send..." is over- transactional, failing to communicate the issues
2) Does the Yes/No choice
a) answer the headline question?
b) approve sending funds in the line above?
Before
The second bullet "This will not apply for or match the overdraft with TSB" clashes badly with the question "How much would you like to pay off?"
A Product Owner had written it without putting himself in the shoes of the reader
After
Key initial questions are phrased as clearly as possible and ordered comprehensibly (the second question follows naturally from the first)
Important FAQ use the "first person" voice so they can be phrased exactly as they are likely to appear in the reader's mind
A super-simple headline introduces text that explains what's at stake - rather than dropping the reader straight into the process
The FAQ answers are tidied into an "accordion" so they can be read if needed, and don't fill up the page if not needed
An expanded FAQ
The FAQ answers are written in a relaxed and conversational way. We know readers have opted into reading these so total clarity is key here, rather than brevity
A/B testing showed a 94% preference for the new version
Impact after 4 weeks
Page abandonments reduced to 5.7%
Enhanced Transactions
Vulnerable
Customers
Motability
Design System