B2B brand tracker and conversion funnel for a fintech
For a Norwegian fintech we measure brand and conversion twice a year in a B2B web survey, benchmarked against every major bank in the country.
The challenge
Growing in a market where the established banks own both awareness and the default choice requires knowing exactly where in the customer journey businesses drop off, and why they drop off at that particular point.
How we approached it
We run a half-yearly web survey among decision makers in the business market, and build a conversion funnel from awareness to usage. Every major bank in the country is measured side by side, so position can be read against the full competitive picture rather than just the nearest alternative. Alongside it we map pain points in current solutions and test which messages actually answer them.
The outcome
- A half-yearly funnel showing where businesses drop off, measured against every major bank in the country
- A prioritised list of pain points tied to concrete messaging
- A consistent time series that makes the effect of market activity visible over time
Methods
Case studies are anonymised. We are happy to share more in conversation.