Background: Reliant Funding is an alternative lending broker for small to mid size businesses. Reliant differentiates itself with their free application process.
Problems: Not enough conversions, hard to navigate, viewers not sure if they can trust Reliant and get the money they need.
Solutions: Through remote and off-site user testing, identified pain points, analyzed results and created User Personas. Design was altered iteratively through A/B Split Testing with Google Experiments to fine tune a more intuitive user experience. Customer Application process was dramatically decreased by simplifying the lead generation forms and requiring only the most pertinent of information and avoiding redundancy with what their phone salesman will solicit. SEO best practices were implemented throughout the site to increase local search placement and provide more visibility.