Finding the friction
hiding inside growth.
How a conversion-intelligence programme helped a fast-moving fintech business understand where customer momentum was weakening—and what to improve first.
Interest was growing.
Activation was not.
A fast-moving fintech business had successfully generated demand and scaled acquisition activity, but too many potential customers were falling away before completing a meaningful activation step.
Existing reporting clearly showed the final outcomes but did not explain where the customer journey was losing momentum. The opportunity was to create a practical, connected view of friction—and turn that intelligence into better prioritised decisions across the business.
Where does
intent become
hesitation?
Turn signals
into a route forward.
Map the moments that matter
We looked beyond the final conversion number to understand the customer actions, handoffs, and decision points shaping the activation journey.
Find the friction worth solving
We identified the areas where attention was being lost, then prioritised the problems most likely to create meaningful movement if improved.
Build a learning rhythm
We created a clearer way for strategy, media, product, and conversion work to learn from the same customer signals.
A clearer view
of the customer journey.
Measure movement, not just outcomes
Prioritise the friction customers actually feel
Let each signal guide the next decision
Less uncertainty.
More activation.
The work gave the team a more useful way to connect acquisition, customer behaviour, and conversion decisions—so growth could be improved with more intention.
31% Improvement in activation rate
24% Reduction in high-friction journey exits
A shared experimentation rhythm across teams
Illustrative portfolio metrics — replace with verified client data before publication.