Link Up and Start Saving

Finalizing Onboarding: The final step secures a soft commitment from users, affirming their intent to reach their new vacation goal.

Problem

It became apparent that our brand messaging around Savely's genuine care and commitment to helping users start saving, achieving their vacation goals, finding the best deals, and do so at no cost, was not being effectively communicated.

Hypothesis

Enhancing understanding of these principles will improve bank linking metric:

  • Emphasize the Importance of Starting Small: Highlight that taking the initial step in saving is fundamental

  • Alleviate Financial Stress: Communicate how saving towards a trip, even in small increments, can positively impact one's mental health

  • Flexibility in Goals: Ensure users are aware of the complete flexibility in modifying or pausing their savings plans and goals as necessary

  • Establishing Ourselves as an Ally: Position Savely as an unbiased supporter, solely focused on helping users achieve their goals

  • Building Trust in Our Partnership: Convey to users that our primary mission is their success, with no underlying conditions

  • Guarantee of Data Security: Reassure users that their personal data is safe and secure

  • Assurance of Insured Savings: Inform users about the insured nature of their savings accounts for added trust and security

Cohort Results: T+60 day

  • CTA button CTR increased by 32%

  • Up 13%

  • 35% more users had at least one successful deposit

  • Average savings amount Increased by $55/month

  • 22% drop

Learnings

  • User Focus: Overloading screens with information can be counterproductive. Given users's limited focus per screen, A/B testing is the best way of optimizing comprehension.

  • Overall Flow vs. Specific Adjustments: A holistic reassessment of the user flow is sometimes more beneficial than isolated screen tweaks, depending on the context.

  • Messaging Impact: Small strategic messaging clarifying what’s next, earlier in the goal creation flow can significantly influence user decisions down the line.

  • Consistency vs. Innovation: The decision between maintaining a familiar user experience and implementing short-term innovative changes requires careful consideration. Consistency is sometimes preferable over short-term, tactical flow changes.

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