Case Study

Capital One Credit Card Online Form


Capital One launched a new mobile-optimised site. They wanted to improve their conversion rate
for their online form to apply for a credit card.

  • Capital One put Formisimo‚Äôs technology in every entry field for the online form in order to collect data about user behaviours and gain insights into why people were dropping off.
  • They monitored form conversions and pain points in the process across the different devices.
  • Problematic drop-off on mobile devices for postcode because address appears in drop-down field
  • Consent checkbox is too small for mobile devices causing high fail rate.
  • Optimising the touch keyboard to specific fields improves the user experience
  • Surprisingly the Quick Application form had a higher drop off than the longer main form
  • Form failure was the lowest on Tablet, but the highest on Mobile